Supermarket store, ASDA has announced the launch of ASDA Real Life Cover, an all-inclusive protection product combining, seven essential covers, which include life insurance, critical illness insurance and income protection.

The product intends to simplify cover in an increasingly diverse and complicated insurance market, and provides consumers with the opportunity to insure themselves against almost any serious calamity in one single policy.

As the products are packaged together, consumers only need to pay one premium instead of several at a very affordable cost.

The Asda life insurance policy was designed following insight that most consumers need more than just one life insurance product, but often find it too difficult to choose between the numerous types of cover available, and ultimately don't take out the cover they really need.

ASDA's Head of Insurance, Gideon Ingham welcomed the launch: "For too long, the protection market has lacked innovation leading to millions of confused people.

He added: "With consumers facing a tumultuous economic climate and a gigantic £2.3 trillion life and £190 billion per annum income protection gap, we believe the launch of Real Life Cover can address a growing problem. It provides the protection our customers need at a price they can afford."