Asda has cut the price of thousands of products in a pledge to be cheaper than Tesco, Sainsbury’s and Morrisons.
The cost of 2,300 household staples spanning fresh meat, produce, chilled, core grocery and bakery lines is now lower than the loyalty card prices of the supermarket giant’s competitors.
The move aims to help families pay less on everyday items, negating the need to sign up to multiple loyalty schemes or wait for special offers elsewhere, Asda said.
Pampers Baby Dry Size 3 Essential Pack 50 Nappies are being sold for £6, a 45.5% saving, while Ariel The Big One PODS, 21, original (21pk) are half the price of its nearest competitor at £6.
Foodwise, Goodfella’s Stonebaked Thin Margherita Three Cheese Pizza 334g rings in at £1.75, a 40% saving.
In addition, the grocer is giving customers signed up to its Asda Rewards scheme the chance to receive 10% back in their Cashpot on all fresh products purchased in-store throughout January.
| Product | AsdaPrice | Nearest priced competitor (loyalty price) | (£) saving | (%) saving |
|---|---|---|---|---|
| Pampers Baby Dry Size 3 Essential Pack 50 Nappies | £6.00 | £11.00 | £5.00 | 45.5% |
| Philadelphia Original Soft Cream Cheese 165G | £1.00 | £1.35 | £0.35 | 25.9% |
| Warburtons Tiger Bread Bloomer 600g | £1.40 | £1.65 | £0.25 | 15% |
| Goodfella’s Goodfellas Stonebaked Thin Margherita Three Cheese Pizza 334g | £1.75 | £2.90 | £1.15 | 40% |
| Asda Everyday Tea Bags (240pk) | £2.50 | £3.20 | £0.70 | 22% |
| Nestle Cheerios Multigrain Breakfast Cereal (800g) | £3.00 | £3.80 | £0.80 | 21.1% |
| Arla Skyr Skyr Natural Icelandic Style Yogurt 450g (450g) | £1.25 | £2.25 | £1.00 | 44% |
| Ariel The Big One PODS, 21, Original (21pk) | £6.00 | £12.00 | £6.00 | 50% |
| Quorn 4 Southern Fried Burgers 252g (252g) | £1.64 | £2.75 | £1.11 | 40% |
| Birds Eye Country Mixed Vegetables 640g (640g) | £2.00 | £3.00 | £1.00 | 33% |
“We know many families are feeling the pinch post-Christmas, and it can be difficult to get household budgets back on track,” Rachel Eyre, chief customer officer at Asda, said.
“We want to help by giving them the lowest prices on the products they buy the most. Asda Price means great value with clear and consistent pricing which is available to everyone without the need for a loyalty card.”
Since relaunching Asda Price in January 2025, the supermarket has reduced prices across more than half of its product range.
The latest activity comes a month after Asda became the only major supermarket to see its sales fall ahead of the Christmas trading season.
Worldpanel data showed the retailer’s market share dropped 0.9 percentage points to 11.5% as sales dropped 4.3% in the 12 weeks to November 30.
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