Asda is taking on Sainsbury's by offering to feed the family for £4, undercutting Sainsbury's deal by £1. From later this month, Asda will introduce 20 recipe cards in its stores. It made the announcement as it reported Q1 like-for-like sales growth of 8.4%.

Without revealing specific figures, the Wal-Mart owned retailer said profits grew faster than sales during the period due to good cost management and its ‘operate for less’ programme. One example is the save £1 a day challenge, where all 165,000 employees have been asked to find ways to cut costs.

“Through our ongoing efficiency programme we have freed up money that is being aggressively invested in lowering prices and improving the quality of our food and clothing,” said chief financial officer Judith McKenna.