Asda has introduced a new price guarantee, reducing prices on thousands of everyday items below the loyalty card prices of Tesco, Sainsbury’s, and Morrisons.
More than 2,300 everyday products at Asda are now priced lower than its competitors, encompassing fresh meat, produce, chilled goods, core groceries, and bakery items.
In addition, Asda is offering customers a 10% cashback in their Asda Rewards Cashpot for all fresh produce purchases made in-store throughout January.
Chief Customer Officer at Asda, Rachel Eyre, expressed empathy for families facing post-Christmas financial strain and emphasized the commitment to providing the best prices on frequently purchased items through Asda Price, which offers transparent and consistent pricing accessible to all customers without the need for a loyalty card.
Following a challenging Christmas season, Asda experienced a decline in market share to 11.4% in the 12 weeks leading up to December 28, as reported by Worldpanel analysts. Sales at Asda dropped by 4.2%, marking the 22nd consecutive month of decline.
Meanwhile, competitors Tesco and Sainsbury’s managed to attract more customers during the same period, further distancing themselves from Asda, the third-largest supermarket chain in the UK.
Recent developments include Tesco’s announcement of a pledge to maintain low prices on 3,000 branded products consistently under its new Everyday Low Prices initiative.