Asda has today revealed that its meal solutions range has undergone its biggest-ever refresh, worth over £19m.
The move aims to improve quality perceptions and drive growth within the category and will see 300 new and improved lines as well as the introduction of four exciting sub-brands designed to provide restaurant quality meals at home – without the price tag or lengthy recipe.
Each sub-brand has its own identity and offers customers elevated yet affordable dinners to meet different customer missions:
- Bom Bahia – Is a premium Indian offering that is perfect for those seeking fragrant, flavoursome Indian favourites such as Lamb Karahi, Slow Cooked Beef Madras and Black Dal. The range offers eight mains and five sides, with dishes created using authentic cooking methods and traditional recipes to really allow customers recreate their favourite restaurant flavours at home.
- House of Yum – An elevated pan- Asian offering designed as the perfect ‘fakeaway option’ with Char Siu Pork, Slow Cooked Beef Massamam and Jasmine Sticky Rice with Lime Leaf and Edamame Beans on the menu. Eight main dishes and five sides complete the range and with minimal prep required, it is ideal for busy weeknights when meal inspiration may be lacking.
- Bistro – This range provides a full selection of starters, mains, sides and deserts and is designed to meet the ‘dine-in’ customer mission that sees shoppers looking for excellent quality dinners without the price tag of a restaurant. A range of pub classics and Italian favourites will be included in the range such as Luxury Fish Pie, Tripple Cooked Chips and Tiramisu Cups.
- Takeout Club – A strong rival to any pizza takeaway chain, Takeout Club is the ultimate indulgence designed to meet the ‘fakeaway’ consumer mission. Key lines include stuffed crust pizzas, garlic and herb dip, chicken kickers and cookie dough dessert. ?
Existing meal solution ranges such as Extra Special Sourdough Pizzas and Extra Special Pasta and Sauce will also see new lines added as well as recipe enhancements to improve quality, taste and texture.
As part of the reset, the retailer will also be introducing additional meal deals and offers to entice shoppers, including:
- Takeout Club: 2 Pizzas + 1 Size + 1 Dip for £10
- Bistro: 1 Main + 1 Side + 1 Starter or Dessert for £10
- Extra Special Pasta: 1 ES Pasta+ 1 Sauce + 1 Garlic Bread for £6
Sam Dickson, Vice President, Own Brand, Commercial Strategy and Operations comments:
“We know that households are facing tighter budgets and as a result they’re being forced to cut back on eating out and ordering takeaways so we wanted to bring an offering to the table that meant people could enjoy restaurant-quality food, at home, free of fuss or expense.
“We worked really while developing this range to push ourselves and benchmark the products outside of our traditional competitor set. Instead, we pushed ourselves to develop quality, tasty products that would give restaurants and takeaway chains a run for their money!”
Asda’s meal solutions are available in-store now, with sub-brand prices starting from just £2.50.
Comments are closed.