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 discounted items include fresh meat, produce, chilled goods, grocery essentials, and bakery items.
In addition, Asda is running a promotion throughout January where shoppers will receive 10% cashback in their Asda Rewards Cashpot on all fresh produce purchases made in-store.
Rachel Eyre, Chief Customer Officer at Asda, expressed that post-Christmas financial strains can be challenging for many families, and Asda aims to alleviate this by providing the best prices on commonly purchased products. The Asda Price initiative ensures competitive pricing without the necessity of a loyalty card.
Following a disappointing Christmas season, Asda’s market share dropped to a record low of 11.4% in the 12 weeks leading up to December 28, according to Worldpanel data. The supermarket experienced a 4.2% decline in sales, marking its 22nd consecutive month of decreasing sales.
Meanwhile, competitors Tesco and Sainsbury’s saw an increase in customer acquisition during the same period, widening the gap between them and Asda, the UK’s third-largest supermarket.
Recently, Tesco unveiled a commitment to maintaining the affordability of 3,000 branded products under its new Everyday Low Prices campaign.
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