Asda has pledged to cut prices on “thousands” of everyday products to undercut loyalty card prices offered by rivals Tesco, Sainsbury’s and Morrisons.
This extension of the ‘Asda Price’ promise spans over 2,300 products across a range of categories, including fresh meat, fresh produce, chilled, core grocery and bakery lines.
Asda has pledged to cut prices on “thousands” of everyday products to undercut loyalty card prices offered by rivals Tesco, Sainsbury’s and Morrisons.
This extension of the ‘Asda Price’ promise spans over 2,300 products across a range of categories, including fresh meat, fresh produce, chilled, core grocery and bakery lines.
Alongside lower prices, the supermarket is also offering further savings through its loyalty programme, Asda Rewards. As part of this, shoppers will receive 10% back in their Cashpot on all fresh produce products purchased in-store throughout January.
Chief customer officer Rachel Eyre says the intention is to offer consumers the “lowest prices” on the products they buy the most.
“Asda Price means great value with clear and consistent pricing which is available to everyone without the need for a loyalty card,” says Eyre.
Asda is, for example, promising 45.5% savings on a 50 pack of Pampers Baby Dry Size 3 Essential Nappies, retailing at £6 versus £11 – the loyalty price of its nearest priced competitor. The retailer is also offering 44.5% savings on Arla Skyr Natural Icelandic Style Yogurt and a 33% cut on Birds Eye Country Mixed Vegetables.
“We know many families are feeling the pinch post-Christmas and it can be difficult to get household budgets back on track,” says Eyre.
This latest move from Asda comes the same week as Tesco revived its blue and white striped ‘Value’ logo for a new price push, which sees more than 3,000 branded products added to the retailer’s ‘Everyday Low Prices’ initiative.
The extension of the Everyday Low Prices push is in addition to Tesco’s existing Aldi Price Match on more than 650 lines and over 10,000 Clubcard Prices for loyalty members.
Likewise, as part of its January price cuts Morrisons has dropped prices on more than 2,500 products in store and online, including fresh fruit and veg, meat and fish, everyday kitchen cupboard staples and cleaning essentials.
Tough times
Despite the likes of Tesco and Morrisons enjoying sales growth over Christmas, Asda has faced a tough festive season.
According to data from NielsenIQ, the supermarket saw sales fall 6.5% in December. Worldpanel by Numerator found Asda experienced the biggest decline in market share of the grocers over Christmas, falling to 11.4% from 12.4% the year prior.
It is a year since Asda dropped its Aldi and Lidl price match scheme in January 2025, 12 months after it was introduced. The idea at the time was to focus on the retailer’s own prices “not competitor comparisons”. The supermarket also launched its largest ‘Rollback’ price cuts campaign in years last January, following the launch of its Big Jan Price Drop initiative.
Aside from shifts in pricing, Asda has also seen changes at the top over the past year. Eyre was poached from her role as Morrisons’ chief customer and marketing officer in May, replacing chief customer officer David Hills.
Under Eyre’s watch, former JD Sports global customer director Chris Chalmers was appointed to the newly created role of vice-president of customer data and loyalty in October, while Charlotte Rhodes was named vice-president for own brand in September.
In November, vice-president of marketing Adam Zavalis left after two years to “pursue new opportunities”. The grocer appointed two interim marketing leads as it looks to recruit for a new vice-president to lead its advertising, social, creative and design teams – the intention being for the role to oversee marketing strategy for both the Asda and George brands.