Asda has launched its biggest frozen category refresh in 10 years, adding more than 230 new frozen food products across its UK stores and online as part of its wider “Take A Fresh Look” food and drink reset.
The update includes new branded products, expanded own-label frozen BBQ lines, new ice cream tubs and sharper meal-deal pricing for shoppers looking for value in the freezer aisle.
Crosta Mollica joins Asda frozen range
A key part of the refresh is the arrival of seven Crosta Mollica frozen products at Asda.
The range includes Margherita Pizza, Stromboli Pizza, Funghi Fioren Pizza, Garlic Bread, Tomato Pizza and two pizzetta lines.
Asda said selected Crosta Mollica pizzas will be sold at market-leading prices, with full-size pizzas priced at £5.50 and the Tomato Pizza priced at £2.95.
The launch gives Asda a stronger position in the premium frozen pizza space, where shoppers are increasingly looking for restaurant-style food at home.
The move also supports wider UK supermarket efforts to improve frozen ranges as customers balance quality, convenience and price.
Value deals target freezer shoppers
Asda is also promoting a 4 for £5 frozen deal across 21 products, including brands such as McCain, Quorn, Birds Eye, Chicago Town and new brand Ernie’s Pizza.
The retailer said Ernie’s Stonebaked Margherita Pizza works out at £1.25 per pizza under the deal, saving shoppers £9.96, or 66%.
Aunt Bessies Mini Roasties are also included, with Asda saying customers can save 64%.
The refresh also includes new chicken brands Chucks and Diggers, with Chucks Crispy Chicken Nuggets priced at £2.50 and Diggers American Style Boneless Chicken Wings priced at £3.50.
Frozen BBQ and ice cream lines expand
For summer, Asda has added more than 35 frozen meat, fish and poultry lines under a 3 for £10 deal.
New own-brand products include Melt in the Middle Burgers in Mexican Style and Chilli Cheese flavours, priced at £4.26.
The retailer has also introduced three new chicken wing flavours: Sticky Garlic & Italian Cheese, Sticky Hickory Smoked BBQ and Sticky Sriracha Hot Sauce.
Asda’s ice cream range has also been expanded with new Loaded Caramelised Biscuit and Loaded Mango & Passionfruit tubs, both priced at £2.75.
The retailer has also improved its Loaded Cookie Dough and Loaded Fudge Brownie tubs with more inclusions.
Why it matters
The Asda frozen refresh comes at a time when UK shoppers are still watching food budgets closely, while supermarkets compete harder on value, own-label strength and meal-at-home options.
Frozen food gives retailers a useful mix of price perception, lower waste risk and convenience. For suppliers, the reset also shows how important freezer space has become for branded pizza, chicken, BBQ, vegetarian and dessert products.
Asda has also redesigned its frozen aisles to make shopping easier, with best-selling products and value-led brands given more visibility.
The refresh is now available in Asda stores and online, with additional Asda Rewards coupons running on frozen products until 31 May.
Editor’s Note: This article is based on Asda’s official frozen category refresh announcement, published on 28 May 2026. No quotes have been added or paraphrased.
