Asda’s new Christmas range is up to “five times cheaper” than competitors and will be available nationwide, the supermarket has claimed.

A £5 whole lobster, one of 70 products added to the range, was cheaper than Lidl’s equivalent (£5.99) and the same price as Iceland’s, the retailer said.

Its £39 ham leg was cheaper than Aldi’s version (£44.99) and its £40 six-bird roast was £140.00 less than Ocado’s equivalent.

Asda’s offer of premium products this year also includes a 30-year-old Scottish whisky (£60) and champagne (£10). A £20 venison wellington will be available in stores from 19 December.

The range also includes dress crab from Orkney (£8 for two or £5 each) and two lobster tails (£12), both available across 270 stores from 11 December.

“We’ve worked hard to source the very best posh food for pocket-money prices this Christmas,” said Asda chief merchandising officer of food Barry Williams.

”Whether it’s whole lobster, British roast beef, or a bottle of premium fizz, unlike other supermarkets, we’ve got it in all our stores, up and down the country. Luxury really doesn’t have to cost the earth,” 

Asda chefs will be showcasing the retailer’s Christmas products with celebrity chefs including Martin Morales, Alex James and Ping Coombes at the Taste of Winter festival in London this weekend.