Asda has introduced a new pricing pledge, offering lower prices on thousands of daily items compared to Tesco, Sainsbury’s, and Morrisons loyalty card prices. With over 2,300 products priced lower than competitors, including fresh meat, produce, chilled goods, core grocery items, and bakery goods, Asda aims to provide customers with significant savings.

During January, Asda is running a promotion where shoppers receive 10% cashback in their Asda Rewards Cashpot on all fresh produce purchases made in-store. Rachel Eyre, Chief Customer Officer at Asda, emphasized the importance of helping families save money after the holidays and ensuring transparent and consistent pricing for all customers without the need for loyalty cards.

In contrast, Asda experienced a challenging Christmas period, with its market share dropping to a record low of 11.4% in the 12 weeks leading up to December 28, according to data from Worldpanel. The supermarket saw a 4.2% decline in sales, marking its 22nd consecutive month of decreased performance. Meanwhile, Tesco and Sainsbury’s managed to attract more customers, widening the gap between themselves and Asda as the third largest supermarket in the UK.

Tesco recently announced its commitment to maintaining low prices on 3,000 branded products consistently as part of its new Everyday Low Prices initiative, aiming to provide customers with affordable options.