British supermarket giant Asda is to start selling wedding dresses - with a new range being launched on Valentine's Day (14 February) at prices as low as GBP60 (US$107).

The range, which is being sold under the George at Asda label, includes a full-length silk gown with satin burnout, a two-piece bustier and skirt, and the £60 dress in 100% polyester with a ruched front and a skirt with netting underneath. All are available in sizes 10 to 20.

The collection also includes a suit for the groom at £90 - with cravat, pure silk waistcoat and shirt for another £38. Adult bridesmaid dresses will cost between £30 and £35.

Recent Mintel research shows the average price of a wedding dress alone is £826.

As Asda spokeswoman points out: "You've heard of fairytale weddings. We think that most wedding dresses are being sold with a fairytale price tag.

"With the introduction of our new bridal collection, all that is set to change."