Asda has introduced a new pricing pledge, offering lower prices on over 2,300 everyday products compared to Tesco, Sainsbury’s, and Morrisons’ loyalty card prices.
Among the items included are fresh meat, fresh produce, chilled goods, core grocery items, and bakery products.
Additionally, Asda is running a promotion in January where shoppers receive 10% back in Asda Rewards Cashpot on all in-store fresh produce purchases.
Rachel Eyre, Chief Customer Officer at Asda, mentioned that the aim is to assist families in managing post-Christmas financial strains by providing competitive prices on commonly purchased items without the necessity of a loyalty card.
Following a challenging Christmas period, Asda saw its market share drop to 11.4% in the 12 weeks ending December 28, with sales declining by 4.2% according to Worldpanel data. This marked the 22nd consecutive month of sales decline for Asda.
Competitors Tesco and Sainsbury’s managed to attract more customers during the same period, further solidifying their positions ahead of Asda in the UK supermarket industry.
Recently, Tesco unveiled a commitment to maintaining low prices on 3,000 branded products consistently as part of its new Everyday Low Prices initiative.