Asda has waded into the online personalised greetings card arena in a tie-up with manufacturer Hallmark.

The Walmart-owned grocer launched a tab on its website for shoppers to create and send personalised cards. The offer has been launched in time for the Christmas card season but will be a permanent fixture on the site. Prices range from £1.90 to £5.75, plus postage.

An Asda spokesman said the service has been launched because “customers have requested it”.

The grocer aims to cash in on the trend for online personalised cards made famous by pure-play etailer Moonpig, which sells more than 6 million personalised cards a year.

Other retailers have also started to cash in on the market, including etail start-up Whamoosh and Clinton Cards, which will launch next year.

Separately, Asda this weekend borrowed one of rival Sainsbury’s ad catchphrases, declaring

“Good food costs less at Asda”.

The phrase “Good food costs less at Sainsbury’s” was coined by Lord Sainsbury in the 1950s. The Asda ads are to promote its revamped premium lines.