Retailers are seeing increased demand for Booker’s latest ‘Feed the Family’ frozen meal deal, as other symbol groups are adding similar family-orientated promotions to their ranges.

Booker’s meal deal is available in Budgens, Londis and Premier stores, and offers customers a main, side and dessert for £5. The options available in the deal, which was introduced in November, rotate every month, with recent products including 650ml boxes of Viennetta ice cream, 200g bags of Aunt Bessie’s oven chips and a pack of Birds Eye southern fried chicken. 

The offer has previously included products such as garlic bread, pizza and oven fries.

Jay Patel, of Jay’s Budgens in Brockley, told RN the meal deal is one of his store’s most popular promotions. “The meal deal has been doing very well since November and average sales are more than £400 per week.

“We have a lot of families in the area and it’s unique because it’s tailored specifically to this customer base,” said Mr Patel. “The £5 price really stands out when on display and it also helps us compete with other symbol groups because customers can get a lot for their money.”

Raaj Chandarana, of Tara’s Londis in High Wycombe, added sales of the promotion have gradually increased each month since it was introduced. 

“It’s been very popular among customers and it’s been difficult at times to keep track of the increase,” he said.

“Sales have definitely been on the up each month and we make more than £175 from the meal deal a week. Customers are continually asking about the promotion because it offers good quality brands for a very affordable price.”

Meanwhile, Raj Aggarwal, who runs three Spar stores, has seen an 8% uplift in frozen ready meal sales since he introduced Spar’s £5 family deal at the start of the year.