Asda has launched a new premium meal deal which allows shoppers to grab a ‘luxury lunch’ consisting of a main, snack, and drink for £5.
Available in stores nationwide, including Asda Express locations, the new range features 17 mains inspired by on-trend flavours and deli-quality recipes, according to the supermarket, with focaccia sandwiches, Mexican-inspired wraps, and sushi rolls among the line-up.
This includes Chicken Parmigiana and Steak & Onion Chutney Sandwiches, the Prosciutto Cotto & Milano Salami Focaccia, layered with Italian deli meats on soft rosemary and sea salt focaccia with rich pesto mayo, as well as a Beef Birria Wrap packed with smoky British beef, crunchy fresh veg and served with an authentic birria dipping gravy (see full list of mains below).
The supermarket claims to have undercut competitors with the new offer, pointing to Sainsbury’s, Tesco, and Co-op premium meal deals which cost £6 for a main, snack, and drink (or £5.50 with a loyalty card for the latter two). Asda’s classic meal deal, meanwhile, remains £3.74.
Much of the range sits within Asda’s premium own-label offering. Called Exceptional, the label was first rolled out in 2024 with quiches and sausage rolls among the first items to be unveiled.
The full Exceptional Premium Meal Deal range includes:
- Exceptional Pesto & Mozzarella Pasta Salad
- Exceptional Steak & Onion Chutney Sandwich
- Exceptional New York Deli Sandwich
- Exceptional Chicken Parmigiana Sandwich
- Exceptional Prawn Cocktail Sandwich
- Exceptional Prosciutto Cotto and Milano Salami Focaccia
- Exceptional Chicken Caesar Wrap with Caesar Dip
- Exceptional Beef Birria Wrap with Birria Dipping Sauce
- Exceptional Chicken Caesar Shake-A-Salad
- Exceptional Barbers Cheddar Ploughman’s Deli Sandwich
- Chicken Katsu Dragon Roll Sushi
- Spicy Prawn Dragon Roll Sushi
- YO Sushi Salmon Poke
- YO Sushi Vegetarian Sushi
- YO Sushi Salmon Roll
- YO Sushi Katsu Poke
- YO Sushi Katsu Roll
The new items come at a time when consumers are demanding more premium lunch options, with sandwich operators happy to cater for demand for bigger fillings and bolder flavours.
Notably, Co-op has recently updated its meal deal offering with a range of premium options, with a particular focus on international flavours. Its line-up includes an Italian Mortadella & Mascarpone Focaccia, Beef Burrito Wrap with Birria Dip, and Korean Chicken Sando with Gochujang Aioli.
Supplier Délifrance, meanwhile, unveiled a range of premium hot sandwiches earlier this year designed for hotels, bakery-to-go, QSRs, and coffee shops. The NPD includes a Ham Hock Sourdough Melt, Cajun Chicken Ciabatta, and All Day Breakfast Wrap.
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