Asda raises the bar on prices and announces a new commitment: thousands of everyday products cost less than the loyalty card prices of Tesco, Sainsbury's e Morrisons.
A move that reinforces the “Asda Price” promise and aims to simplify shopping for families, eliminating the need to sign up to multiple loyalty programs or wait for temporary promotions.
Specifically, Asda claims to offer over 2.300 everyday products at a lower price than its main competitors, even taking into account their discounted rates through loyalty cards. The product range covers everything from fresh meats and fruit and vegetables to refrigerated products, basic groceries, and even baked goods.
In addition to its low-price policy, the retailer is also strengthening its program Asda RewardsThroughout the month of January, customers who purchase fruit and vegetables in-store will receive 10% cashback in Cashpot, an incentive designed to support healthier food choices after the holidays, without straining the family budget.
"We know many families are feeling the strain on their finances after Christmas," explained Rachel Eyre, Asda's Chief Customer Officer. "We want to help them by offering the lowest prices on the products they buy every week. Asda Price means clear and consistent value, available to everyone without the need for a loyalty card."
The new commitment comes after a 2025 campaign marked by significant investments in prices. Since Asda Price's relaunch in January last year, the brand has reduced prices on more than half its entire range, reclaiming its position as the lowest-priced supermarket among the UK's major retailers.
A record that, according to the company, has also been confirmed by independent comparisons conducted by The Grocer e Which?.
The data released shows savings of up to 50% on popular, fast-moving products, from diapers to breakfast cereals, from frozen foods to household cleaners.
With this strategy, Asda aims to tap into increasingly price-sensitive consumers and stand out in a market where loyalty cards have become a key competitive tool. The challenge is clear: lower prices, now and for everyone, as the primary lever to defend and strengthen its market share in the British grocery market.
