Asda has launched a new premium lunchtime meal deal of a main, drink and snack for £5, undercutting rivals’ offers.
The new Asda Exceptional lunchtime deal gives shoppers a choice of 17 premium mains including ‘deli-inspired’ sandwiches, wraps and salads, as well as Yo Sushi poke bowls and rolls.
The offer will hit Asda supermarkets and Express shops from 18 March.
By pricing it at £5, Asda said it had deliberately undercut comparable premium offers from Tesco, Sainsbury’s and Co-op.
Tesco’s Finest Meal Deal costs £5.50 for Clubcard holders and £6 for those without. Sainsbury’s costs a fixed price of £5.50, while Co-op’s premium meal deal costs £5.50 for members and £6 for non-members.
Asda said its new offer was also available without a loyalty card, “at a time when shoppers are continuing to look for value without compromising on quality”.
It said the range had been designed to “deliver maximum flavour” by combining “artisan deli-inspired recipes with generous portions and standout ingredients”.
Among the new products are an Exceptional Prosciutto Cotto and Milano Salami Focaccia, a “bold” Exceptional Beef Birria Wrap and an Exceptional Prawn Cocktail sandwich.
There is also an Exceptional Pesto & Mozzarella Pasta Salad and an Exceptional Chicken Caesar Shake-A-Salad, as well as two new “hand-finished” sushi Dragon Rolls: Chicken Katsu and Spicy Prawn.
The range is the latest expansion of Asda’s premium tier Exceptional line-up following its launch in September 2024.
It also follows Asda’s launch of its first ever lunchtime meal deal in September. Priced at £3.74 – another intentional move to undercut rivals – the standard-tier offering replaced the previous three-for-two deal at Asda’s lunchtime counters.
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