Asda was formed in 1965 following the merger of Asquiths and Associated Dairies, and has established itself as one of the UK’s biggest supermarket players. The grocer is renowned for its focus on low prices and extensive product assortment, operating mainly from large out-of-town supermarkets and hypermarkets across the UK. Asda’s value proposition has come under threat from the rapid rise of discount duo Aldi and Lidl, but the retailer is increasingly seeking to narrow the price gap to retain its relevance among an increasingly savvy consumer base and maintain market share. As well as its core grocery business, Asda also operates the George clothing label, which launched in 1989, and George Home, which followed in 2014.


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