counter weapon Asda's deli pizza counter sells an astounding 21 million pizzas annually, according to pizza buying manager Tim Cullum. "We call it our secret weapon," says Cullum. Renowned for its value for money, the deli counter's cornerstone remains the 14-inch pizza with four toppings for £2.99. Cullum says flavour profiles are changing. "The trend is for meat toppings with hot and spicy flavours. Cajun chicken introduced this year is now a bestseller. We also do a fajita pizza which is doing well," he adds. Most recent development is Rip'n'Dip, a 10-inch pizza with a garlic and herb flavoured crust for dunking in the cream cheese or BBQ dips included in the £2.99 offer. {{FOCUS SPECIALS }}

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