Asda has dubbed the range “The Butchers Selection” which includes a selection of steaks that have matured for 15 days in a bid to make the meat extra tender. The range is already available at most stores throughout the country, with steaks on special offer and rump steaks marked down to £7 from an original price of £11.97.

Earlier in the month Asda launched a marketing campaign to promote the launch of the range on television, and features Asda’s head of meat quality Jim Viggars, explaining to consumers how the selection is specially prepared.

Viggars said: “Our customers told us that steak is one of their favourite meals when eating out, so the Asda meat team and I have worked hard to get the cuts to restaurant quality, without the hefty price tag.”

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According to the data, sales of loaves of white bread declined by 1 per cent last years, whilst sales of brown bread climbed 6 per cent, and seeded bread and even more impressive 9 per cent.

Tesco the UK’s largest retailer said it was the first time sales of white bread, a staple in the UK had ever declined, and the fall was attributed to a shift in consumer preferences towards more healthier options.

Alex Sillars, Tesco’s bread buyer, said: “The recent sales figures are a significant move and reveal that more shoppers are looking for healthier options when buying bread.

“There is more choice now than ever before and the emergence recently of half brown and half white bread looks like it has been instrumental in encouraging people to make the switch, albeit gradually.

“Not only is there more choice but the quality of wholemeal bread has greatly improved over the last 10 years.”

She added: “In recent years we have increased our range of brown and seeded bread as well as launching other healthier alternatives and while sales of white are still roughly double to that of wholemeal it appears that a change has now begun.”

Whilst it is clear that brown bread is indeed gaining in popularity, the data suggests that it is far from dominant, accounting for roughly 27 per cent of the 12 million loaves of bread sold in the UK as opposed to the 66 per cent of 7.9 million loaves of white bread sold each day in Britain.

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The magazine publishes an annual “Christmas 33″ survey based on a trolley of 33 essential festive items such as turkey and mince pies. According to the results of the survey Asda’s trolley was the lowest price of all the major supermarket chains costing £105.37.

Morrisons came in second, followed by Tesco, Sainsbury and finally Waitrose.

Asda offered the cheapest turkey costing £13 for a medium-size frozen bird, compared to £15 at Morrisons and Tesco, £18 at Sainsbury’s and £22 at Waitrose .

Asda’s own label Christmas pudding was also the cheapest of the major retailers, costing just £2 less than half the price of its big four rivals

Commenting on the findings, Adam Leyland, editor of The Grocer magazine, said: “Asda is well-known for its cheap prices, and the concern of shoppers last year was the quality of its offer, but it’s putting much more emphasis on quality this year.”

“Asda has pulled out all the stops on the Christmas dinner this year,” he added.

“It wasn’t the cheapest on every item, but it was consistently there or thereabouts. The turkey and the Christmas pudding were particularly keenly priced.”

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Asda groceries has also started a Kids Club, a great new shop that aims to give Mum’s and Dad’s creative meal ideas for their kids.

Not only can shoppers view recipes and buy the ingredients for Breakfast, Lunch and Tea, there are also fun activities for kids such as baking cookies!

There is also a great section for birthday parties! Shoppers simply need to enter the age range and the sex of their child to return a huge list of excellent products suitable for their child’s birthday party! So hurry now and check it out

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According to the report, the cost of a 500 gram jar of the dark stuff has risen by 25 per cent over the last half decade and is currently sold at £5.03 at Sainsbury’s and £5.38 at Waitrose a cost which exceeds the price of a gallon of petrol in most parts of Britain.

Around 60 million jars of the yeast spread are produced every year, and despite the increase in price, sales of the product increased by 2 per cent in the last year.

Unilever, the company which owns the Marmite name, refused to offer an explanation for the steep price rise.

Adam Leyland, editor of The Grocer magazine, said: “Compared with bread, which has gone up by around 40 per cent in price over the past five years, this is a relatively modest rise.”

“But Marmite does not appear to contain any ingredients that have been subject to sharp price hikes. This could be a case of Unilever trying to increase its profit margins.”

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The results of the survey suggest that Asda’s share of the UK grocery market fell from 16.8 per cent to 16.7 per cent during the quarter ending June 13th, its lowest level in eighteen months.

During the quarter Asda sales rose by 2.7 per cent. Contrastingly Tesco sales grew by 3.7 per cent during the same time frame, whilst Sainsbury’s experienced growth of 4.4. per cent, whilst sales at Morrison’s jumped by 6.1 per cent.

Tesco’s market share continued to be unchanged at 30.8 per cent, whilst Sainsbury’s continued to gain ground on the number two spot held by Asda, and increasing its market share to 16.2 per cent. Morrisons’ share of the market rose from 11.6 per cent to 11.9 per cent.

Commenting on the findings, Edward Garner, Kantar Worldpanel’s communications director, said: “It’s interesting to see shoppers continuing to trade up as demonstrated by Sainsbury’s and Waitrose as well as Tesco Finest. As we emerge from the grip of recession, quality is back on the agenda. This has come to Asda’s attention, with their latest drive to promote their prize-winning products.”

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