Customers shopping the frozen food section at Asda grocery stores in the United Kingdom this summer will see one of the biggest changes to the category in years, with a completely refreshed look and feel designed to make the aisle easier to shop and packed with far more choice.
The transformation includes clearer navigation and signage across freezers to help them shop more easily and additional space dedicated to bestselling products to improve availability on the lines shoppers buy most. Asda is also launching more than 230 new frozen products, bringing a huge injection of innovation into the aisle and introducing new market-leading brands, including Crosta Mollica.
Joining the frozen line-up recently was the Melt in the Middle Burger range, available in Mexican Style and Chili Cheese varieties (£4.26), as well as a trio of new chicken wing flavors including Sticky Garlic & Italian Cheese, Sticky Hickory Smoked BBQ and Sticky Sriracha Hot Sauce wings (£3.87 each), all part of a 3 for £10 promotion.
Ice Cream Offerings Loom Large
Meanwhile, after a chilly start to May, rising temperatures are set to spark a surge in ice cream sales as shoppers gear up for the summer season. With searches for ice cream up by more than 900% on Asda.com, the retailer is expecting demand to soar as Brits stock up on frozen treats to make the most of the sunshine.
As the cost of a day out continues to climb, more customers are turning to supermarket treats for better value. Enter, the Asda Soft Scoop Vanilla Ice Cream (2L, £1.62) which delivers over 23 scoops per tub, working out at just 7p per scoop. Pair it with Asda Ice Cream Cones (21 pack, £1.34) at 6.4p each, and shoppers can whip up a classic cone for under 14p – a fraction of the price of high street options, where a single scoop can cost several pounds.
New to the range are the Loaded Ice Cream Tubs (£2.75, 425ml), available in four flavors – Cookie Dough, Caramelized Biscuit, Chocolate Fudge Brownie, and Mango & Passion Fruit – each packed with rich swirls, chunky pieces and bold flavors, and all coming in at 55p per scoop.
For a lighter option, the new Asda Raspberry Sorbet (£2.64, 500ml) offers a refreshing hit, while the Exceptional by Asda range continues to expand with two new luxury flavors: Strawberry & Cornish Clotted Cream and Sicilian Lemon Meringue (£3.29, 500ml).
Kay Davies, Asda’s ice cream product developer, stated: “I genuinely think I’ve got the best job in the world – coming up with new ice cream flavors. From loaded tubs packed with chunks to fresh, fruity combinations, it’s all about creating something that people are excited to dig into.”
Customers can also stock up on freezer staples with Asda’s Mix & Match “Any 2 for £4” lolly deal, including products such as Calippo Mini Strawberry, Rowntree’s Fruit Pastilles Berries, and Swizzels Love Hearts Creamy Cherry lollies.
