Asda has introduced a new pricing pledge, offering lower prices on over 2,300 everyday items compared to Tesco, Sainsbury’s, and Morrisons loyalty card prices. The reduced prices cover various categories like fresh meat, produce, chilled goods, core grocery items, and bakery products.
In addition to the price cuts, Asda is running a promotion in January where customers will receive 10% back in Asda Rewards Cashpot on all fresh produce purchases made in-store.
Rachel Eyre, Asda’s Chief Customer Officer, emphasized the company’s commitment to providing affordable prices to help families manage their post-holiday budgets effectively. She highlighted that Asda’s pricing strategy ensures great value for all customers without the need for loyalty cards.
Following a challenging Christmas season, Asda experienced a decline in market share to 11.4% in the 12 weeks ending December 28, as reported by Worldpanel analysts. The supermarket saw a 4.2% drop in sales during this period, marking its 22nd consecutive month of decline. Meanwhile, competitors like Tesco and Sainsbury’s gained more customers, widening the gap with Asda, which is the third largest supermarket chain in Britain.
Recently, Tesco announced its commitment to maintaining low prices on 3,000 branded products as part of its new Everyday Low Prices campaign, aiming to offer consistent value to shoppers.