Asda has launched a new “Exceptional” meal deal nationwide this week, including in Asda Express stores, with shoppers able to pick a main, snack and drink for £5. The range includes 17 premium-style mains, such as a Prosciutto Cotto and Milano Salami Focaccia, Steak & Onion Chutney Sandwich, Beef Birria Wrap and hand-finished sushi rolls.
Asda says the new deal undercuts rival supermarket premium meal deals, with Tesco charging £5.50 with a Clubcard and £6 without, while Sainsbury’s and Co-op both charge £5.50, rising to £6 for non-members at Co-op. The supermarket’s new range also includes Chicken Parmigiana Sandwiches, New York Deli Sandwiches and YO! Sushi products.
According to money-saving blogger Alasdair Baker, who runs The Penny Pincher blog, the difference in price could quickly add up for shoppers buying lunch regularly. He wrote: “You’re saving 50p to £1 compared to equivalent premium deals elsewhere.
View 3 ImagesAlasdair Baker
“That might not sound massive, but it adds up if you’re buying lunch regularly. Over a working month, that’s £10 to £20 back in your pocket.”
Baker said shoppers buying lunch several times a week could save between £120 and £240 over the course of a year by opting for the cheaper deal instead of rival supermarket offers. He also highlighted several menu items he believes offer particularly strong value.
View 3 ImagesAsda is going head to head with its rivals
One was the Chicken Caesar Shake-A-Salad, which he noted costs less as part of the meal deal than comparable standalone salads elsewhere. Another was the Beef Birria Wrap with dipping sauce, alongside the deli-style focaccia sandwiches and sushi options.
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The retailer said the move forms part of its wider push to improve value for shoppers amid rising food costs.