Asda has relaunched the price initiative it claims helped it “win” Christmas in the run up to Easter.

The grocer has brought its £5 off a £40 shop bonus back in today and will run the promotion until April 7.

Shoppers must then visit the Asda Price Guarantee (APG) website, enter their shopping list and redeem a voucher before April 22.   

The £40 spend must include eight different grocery items, of which one must be comparable with a product on sale elsewhere.

The grocer said the initiative had attracted more than eight million hits on its APG website over the festive period, prompting chief executive Andy Clarke to claim “we won Christmas” last month.

The promotion runs alongside its existing APG pledge to be 10% cheaper against Tesco, Sainsbury’s, Waitrose and Morrisons or Asda will issue a voucher to make up the difference.

Tesco hit back today with further press ads for its deal which mirrors Asda’s. Shoppers receive £5 off their next £40 shop when they spend £40.

Asda’s latest income tracker showed that families were £10 per week worse off in February 2012 compared to the same time last year, taking disposable income to £144 per week after essential spending.

Clarke said: “Despite all the economic clouds, we still know mums want to celebrate with their families this Easter and the £5 voucher and APG combination will be a great help, just like it was at Christmas.

“The APG offers our customers year round reassurance that they will get the best value shop at Asda. The £5 bonus gives them an additional boost when we know it really matters.”