Asda’s ready meal range has undergone a major refresh following an investment of £19.5m.
The move aims to improve quality perceptions and drive growth within the category. It will see the rollout of 300 new and improved lines as well as the introduction of four sub-brands designed to provide “restaurant quality meals” at home.
The four sub-brands include ‘Bom Bahia’, a premium Indian offering, and ‘House of Yum’, a pan-Asian range. Each has eight main dishes and five sides, with minimal prep required.
The ‘Bistro’ brand provides a selection of starters, mains, sides and desserts, and is designed to meet the ‘dine-in’ customer mission. A range of pub classics and Italian favourites are included in the range, such as Luxury Fish Pie, Tripple Cooked Chips and Tiramisu Cups.
The ‘Takeout Club’ is designed to meet the ‘fakeaway’ consumer mission. Key lines include stuffed crust pizzas, garlic and herb dip, chicken kickers and cookie dough dessert.
Meanwhile, 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 and taste.
Sub-brand prices start from £2.50, with the retailer also introducing new meal deals such as 1 Main + 1 Side + 1 Starter or Dessert for £10.
“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,” said Sam Dickson, Vice President, Own Brand, Commercial Strategy and Operations.
“We worked really hard 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!”
NAM Implications:
- The overhaul appears to be fundamental, comprehensive and convenient.
- Worth blind-taste testing vs branded equivalents as if these were new branded rivals…
- …with full distribution in Asda?
- Looks serious…
