Asda takes on Aldi and Lidl with ‘posh food at proper prices’

Asda is introducing a range of premium products just in time for Christmas as it looks to take on discounters Aldi and Lidl by offering “the very best posh food for pocket-money prices”.

The products include whole lobster for £5, 30-year-old whisky for £60 and a leg of Serrano ham for £39. That is cheaper than Lidl, which offers lobster for £5.99, and Aldi, where Serrano ham is £44.99, on some products.

Asda also claims it will be up to fives times cheaper than competitors nationwide, citing 30-year-old whisky from Master of Malt that costs £366.

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

In total, Asda will add 70 new items to its “Extra Special” range that it claims would usually only be available at a “posh” retailer such as M&S or Waitrose and, unlike the discounters, will be available the “length and breadth of the UK”.

Aldi and Lidl have successfully lured customers from the big four supermarkets with their promise of high-quality foods at low prices. Lidl launched its Deluxe range specifically for Christmas but expanded it in 2012 after seeing sales rise by 200%.

This year it has added new lines including reindeer carpaccio, with packs of the cured meat going on sale for £4.99 on 27 November.

Asda will be showcasing the products at the “Taste of Winter” event in London this weekend. The event, which runs from 20 to 23 November, will see celebrity chefs such as Martin Morales, Alex James and Ping Coombes cooking with Asda ingredients.

Asda is also sponsoring the event as part of its strategy to grow its presence in London. The supermarket announced plans earlier this year to increase customer access to stores to 70% by 2018, from 53%, and expand its click and collect network from 250 to 1,000 locations, with a particular focus on London and the south-east, where it has a lower footprint that in its northern homeland.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here