Tesco has introduced a new Asian food and drink brand that is not just undercutting the price of leading ethnic brands - but in some cases its own-label offer.

The exclusive Aasani range, which has been rolling out to stores in the past few weeks, comprises more than 20 products.

It includes one-litre exotic juice drinks priced 89p but currently on offer at two-for-£1.50 - making them half the price of Rubicon’s one-litre juice drinks (£1.49 in Tesco).

A large part of the range is made up of nuts, plus bagged snacks that also retail at less than a brand sold by the retailer. A 90g bag of Aasani chilli & lemon potato twists cost 59p, for instance, while the same-sized bag of Cofresh brand chilli & lemon potato grills is 69p.

The line-up also includes four naan breads - plain, tandoori and garlic & chilli in standard and mini sizes - priced 69p for two breads but currently on offer at two-for-£1.20, which even undercuts Tesco’s own-label naan (rsp: 70p).

The retailer is looking to tap the growing market for sandwich alternatives with packs of eight Aasani chapatis (rsp: 89p, currently two-for-£1.20) - and is advising consumers to use chapati when making wraps.

The most unusual element in the range is ready-to-heat kheer - an Indian rice pudding made with double cream, saffron and cardamom.

An article on Tesco’s Real Food website described Aasani as “the real deal” and said it had been developed in response to demand from Asian shoppers.

Tesco had succeeded in producing what appeared to be a brand in its own right, said Mintel analyst Chris Wisson.

“It looks like a branded product,” he added. “They are really going for it - Aasani had a huge display in the Tesco store I went into.”

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