The Grocer named Asda the cheapest supermarket for premium and frozen festive products.
According to the latest Asda Income Tracker, 40% of UK households have negative discretionary income. During the festive season, Asda cafes will serve 70,000 ‘Kids East for £1’ and ‘Winter Warmers’ meals per week. Asda has been named the lowest-priced major supermarket for both premium and frozen Christmas food and drink products by trade magazine The Grocer.
The supermarket topped the Grocer’s separate premium and frozen price comparison surveys1, which tracked the cost of 33 essential festive products at Asda, Tesco, Sainsbury’s, Morrisons, and Waitrose, including turkey and all the trimmings, pigs in blankets, and mince pies.
Asda’s premium Christmas basket cost £150.31, which was £18.79 less than the nearest competitor Morrisons. Asda also had the lowest prices on 18 of the 33 featured festive items, including Christmas pudding, brandy cream, Cockburn’s Port, and Baileys Irish Cream.
According to The Grocer’s comparison of frozen festive products, Asda provided the best value, with its basket costing £88.16 – £3.20 less than runner-up Tesco and £9.56 less than the average basket price across all supermarkets featured.
Asda’s emphasis on offering the lowest prices to customers this Christmas coincides with the supermarket’s latest Income Tracker, which shows that 40% of all UK households had negative discretionary income in November, implying that their take-home pay did not cover the cost of essential spending. According to the tracker, the average UK household was £107 worse off in November compared to the previous year, as the cost of living crisis continues to bite.
“We know that things are tough for many customers, and we want to help them celebrate the festive season without having to worry about the cost,” Asda’s Chief Commercial Officer Kris Comerford said. To assist them in doing so, we have more than 700 Christmas products available this year, more than ever before, at prices to suit all budgets.”
For the holiday season, the supermarket has invested in quality by launching 740 new Christmas products, including 100 vegan and ‘Free From’ lines. Good Housekeeping named four Asda products ‘Best Buys’ in its annual Christmas taste test, including the Maple Pigs in Blankets, which also appear in Asda’s ‘viral’ festive ad starring Buddy the Elf.
Asda is also bolstering its support for families and the over-60s by offering a special £1 meal deal in its cafes to both groups throughout the holiday season. Since June, the supermarket has served over one million ‘Kids eat for £1’ and ‘Winter Warmers over 60s’ meals, and it expects to serve around 70,000 meals per week during the Christmas season.
1Grocer Magazine’s G33 frozen festive food price comparison was published on December 9th, and G33 premium festive food price comparison was published on December 16th.