Asda helps spice up suppertimes and offer diners restaurant quality meals for less, as it announces two new premium ready meal ranges.
- New data reveals the dire state of Brits’ weeknight meals with a third only cooking their favourite cuisine once a week
- To help shoppers escape this culinary rut, Asda announces the launch of Bom Bahia and House of Yum a premium Indian and Pan Asian ranges providing restaurant-quality meals without the hassle of cooking or takeaway price tag
- Shoppers can find new meals in-store and online now starting from just £2.50
Whether it's Italian, Indian, or Japanese, everyone has a favourite fare. Yet new data from Asda reveals more than a third (37%) of Brits are only cooking their favourite cuisine at home once a week. Worse yet, almost a fifth (17%) say they never do. So, to help the nation out of its culinary rut, the retailer has launched Bom Bahia and House of Yum a new, premium Indian and Pan Asian range set to provide restaurant quality meals at home – without the price tag or lengthy recipe.
The launches are part of a total makeover of the Asda meal solution range, with over 300 new and improved lines launching across all cuisines. Asda’s research shows just under half (42%) of Brits are bored with their weeknight meals and the majority (54%) rotate a set of recipes each week. The reasons cited for not cooking favourite cuisines more at home include thinking a restaurant or takeaway version will taste better (37%) and it being too expensive to buy all the ingredients to cook them (22%). But despite Brits feeling their at-home renditions won’t live up to those at a restaurant, shockingly nearly a quarter of people (25%) never visit restaurants that serve their favourite dishes and nearly a third only do once a month (32%), claiming it’s simply too expensive (67%).
Designed to change all of this, the new high-quality ranges each include eight mains and five sides to choose from, with dishes created using authentic cooking methods and traditional recipes to really allow customers recreate their favourite restaurant flavours at home. With minimal prep required, the range is ideal for busy weeknights when meal inspiration may be lacking, without the hefty price tag associated with a meal out or takeaway.
The Bom Bahia range is perfect for those seeking fragrant, flavoursome Indian staples. For those looking to spice up their weeknight dinners, the fiery Goan King Prawn Curry (£4.50) and Lamb Karahi (£4.50) are the perfect warmers as the nights draw in, made with juicy king prawns and succulent slices of lamb, and both of which pair perfectly with a bowl of delicious Gunpowder Potatoes (£2.50). There’s an aromatic, and mouth-watering Royal Chicken Biryani (£4.50), a decadent Indian Mixed Grill (£4.50) and an indulgent Slow Cooked Beef Madras (£4.50) all making for hearty main events, ideal for sharing or enjoying alone.
Leaving no vegetarian behind, the Roasted Cauliflower Makhani (£4.50) is a perfect meat-free alternative to the Smoked Butter Chicken, featuring fresh cauliflower florets in a smooth, tomato-based sauce, perfect for plating with rice or a fresh naan and a spoonful of Black Dal (£2.50) on the side.
For those looking for a pan-Asian taste adventure, the House of Yum range includes dishes such as the finger-kickingly good Black Tiger Prawns with a delightfully tangy, sweet, and savoury Tamarin dip (£2.50). For moorishly good mains, shoppers can treat themselves to a Char Siu Pork (£4.50) - pork roasted to perfection in a sumptuously sweet BBQ sauce, a tender Slow Cooked Beef Teriyaki (£4.50), or the Slow Cooked Beef Massamam (£4.50), a rich, fall-apart beef curry perfectly seasoned with mild spice. Vegan Society approved Bang Bang Tofu (£4.50)- soft and succulent pieces of marinated smoky tofu smothered in a fiery chilli and garlic Bang Bang sauce. To accompany, consumers can choose to elevate their meals with a choice of divinely Burnt Ginger Fried Rice (£2.50), or Jasmine Sticky Rice with Lime Leaf and Edamame Beans (£2.50), both as equally delicious.
Linsey Taylor, Senior Director for New Product Development at Asda said: “Both the Bom Bahia and House of Yum form part of a new, wider meal solution range designed to inspire and delight time-poor Brits seeking flavoursome weekday meals. Their release follows a multi-million-pound investment and refresh to improve the quality and variety of convenient pre-prepared meals, as we believe that everyone deserves to enjoy restaurant-quality food, at home, free of fuss or expense.”
The full Bom Bahia and House of Yum ranges are available to buy in-store and online now, with prices starting at £2.50.