Asda has introduced a new pricing guarantee, offering lower prices than Tesco, Sainsbury’s, and Morrisons on thousands of everyday items. The supermarket now provides over 2,300 products at reduced prices compared to its competitors, including fresh meat, produce, chilled goods, core groceries, and bakery items.
In addition, Asda is running a promotion in January where customers will receive 10% cashback in their Asda Rewards Cashpot for all fresh produce purchases made in-store. Rachel Eyre, Chief Customer Officer at Asda, emphasized the company’s commitment to providing affordable prices to help families manage their post-Christmas budgets effectively.
Asda’s move to offer competitive prices comes after a challenging Christmas period, with the supermarket’s market share declining to 11.4% in the 12 weeks leading up to December 28. Despite a 4.2% drop in sales, Asda remains focused on delivering value to customers amidst increased competition from Tesco and Sainsbury’s, who have seen growth in customer numbers.
Coinciding with Asda’s pricing initiative, Tesco recently announced its commitment to maintaining the affordability of 3,000 branded products through its Everyday Low Prices campaign. This move underscores the ongoing battle among supermarkets to attract and retain customers through competitive pricing strategies.