Asda is turning to romance and value this Valentine’s Day as it rolls out its annual Dine In deal, aiming to attract shoppers with a strong quality-to-price message at a time when the retailer is under pressure to defend footfall and relevance.
Available in stores and online from 5 to 15 February, the £12 offer allows customers to select a complete three-course meal with extras: one starter, one main, two sides, one dessert and one drink, including both alcoholic and non-alcoholic options. According to Asda, shoppers can save up to £15 compared with buying the same products individually.
Positioned as a no-strings-attached value proposition, the deal does not require a loyalty card, reinforcing Asda’s long-standing message of accessibility and price transparency. At £6 per person for a full meal with wine and sides, the retailer is once again targeting value-conscious couples looking to celebrate at home rather than dine out.
The offer is built around the Bistro by Asda range, which continues to play a central role in the retailer’s premium own-label strategy. The range is designed to deliver restaurant-style dishes at supermarket prices, combining presentation, recognisable ingredients and seasonal appeal.
Starters include scallops in a creamy Champagne sauce, served in heart-shaped shells, reflecting Asda’s focus on visual theatre as well as flavour. Main courses range from sirloin steaks with heart-shaped flavoured butters to salmon fillets, alongside returning customer favourites.
A key addition this year is the Bistro Marry Me Chicken, inspired by a viral recipe trend. The dish features chicken breasts in a Parmigiano Reggiano sauce with tomatoes and mozzarella, tapping into social media-led food culture and consumer demand for dishes with a story as well as taste.
Sides have been expanded to include two options per meal, with classic triple-cooked chips joined by new confit garlic and herb baby potatoes. This emphasis on abundance is clearly aimed at reinforcing value perception.
The range also caters to plant-based shoppers, with vegan starters and a new vegan Wellington featuring butternut squash, caramelised onions, apricots, chestnuts and mushroom duxelles in puff pastry. Desserts include chocolate tarts, macarons and a newly introduced cheese board for customers seeking a savoury finish.
Drinks are included as part of the deal, covering both alcoholic and alcohol-free options, allowing Asda to position the offer as a complete at-home dining experience.
The Valentine’s Dine In deal will be priced at £12 in standard Asda stores and £14 in Asda Express locations, reflecting format-based cost differences while keeping the core proposition intact.
In a highly competitive UK grocery market, seasonal events such as Valentine’s Day remain one of the few moments when supermarkets can drive emotional engagement as well as volume. For Asda, the Dine In deal is not just about romance, but about reminding shoppers that value, simplicity and indulgence can still coexist on its shelves.