Asda has launched a new range of affordable family meal bundles in July 2025 designed to support UK households struggling with rising food costs as inflation continues to impact everyday budgets The initiative called Feed the Family for a Fiver offers a selection of complete meal kits priced at just £5 each capable of serving four people The bundles include ingredients for classic British meals such as cottage pie chicken pasta bakes and sausage casseroles using a mix of Asda’s Just Essentials and own-label products to deliver value without sacrificing nutritional balance
This move reflects Asda’s ongoing response to the cost of living crisis which remains a dominant issue for many UK consumers According to the Office for National Statistics food prices have risen by over 14 percent in the past 12 months prompting families to seek cheaper alternatives to branded or pre-prepared meals Asda’s retail strategy has been to double down on affordability while maintaining its market position as a family-focused grocery retailer with a reputation for broad range and competitive pricing
The Feed the Family campaign features both in-store and online promotions with dedicated displays recipe cards and QR code links to quick video tutorials aimed at helping customers prepare meals quickly and easily Asda’s head of own brand Sam Dickson stated we understand that families are feeling the squeeze and we’re proud to offer real solutions that help put affordable nutritious meals on the table every day These bundles are designed not only to save money but to save time too
Each bundle includes all necessary ingredients with minimal waste and clear labelling for allergens and nutritional content The meal kits are also being supported by partnerships with UK food charities and school networks to ensure the bundles are accessible to low-income families beyond the supermarket floor Asda confirmed that selected stores in low-income neighbourhoods will offer subsidised bundles or loyalty credits to eligible shoppers via the Asda Rewards app
Asda’s commitment to supporting struggling households extends beyond food bundles Earlier this year the retailer froze prices on over 300 essential products until autumn and launched school uniform packs starting from just £7 for a full set including shirts trousers and jumpers It has also enhanced its partnership with Community Shop and FareShare to redistribute surplus food to vulnerable families across the country helping to reduce food waste and promote community wellbeing
Analysts believe that Asda’s aggressive pricing and outreach strategy is helping the brand win back shoppers from discounters like Aldi and Lidl which have gained market share in recent years by offering lower prices and streamlined store formats However Asda’s broader range and strong private label portfolio particularly its Just Essentials line have positioned it well to retain value-focused families while appealing to those looking for flexibility and meal variety
Customer response has been positive with many praising the convenience of pre-planned meals and the transparency in pricing and portioning Asda has hinted that further bundles may follow including vegetarian options and ready-to-cook oven meals as demand grows for simple practical dinner solutions Retail expert Megan Hughes told ISN this is exactly what supermarkets should be doing right now families want to eat well without it costing a fortune and Asda is helping them do that
This initiative marks another step in Asda’s effort to modernise its approach to customer care and build brand loyalty in a highly competitive retail market With inflation still high and food insecurity affecting more UK households than ever the Feed the Family for a Fiver campaign may prove to be one of the most impactful supermarket moves of the summer