Asda has made a series of major changes across its product, price and in-store experience.
The changes are designed to reward customers for their loyalty and encourage those who shop elsewhere to choose Asda again, with “improvements they can see and feel as soon as they enter the store”.
The supermarket has launched more than 400 new food and drink lines in one of its biggest product refreshes in recent years, covering a host of categories including frozen, bakery, produce, fresh meat and food to go.
The business has also upgraded two of its most-shopped categories – fresh produce and frozen.
In the fruit and veg section, dedicated greengrocers have returned to the aisles, helping to ensure availability and quality while supporting customers to pick the best of what’s in season.
The section has been refreshed with clearer information on quality and provenance and to highlight Asda’s fresh promise – 100% satisfaction or your money back.
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The frozen category has been transformed to make shopping “quicker and easier,” with clearer layout and signage and more prominence given to the retailer’s best-selling lines on the shelf.
More than 230 new frozen products have also been introduced to the category.
Hundreds of products that customers buy the most have been cut to a new lower Asda Price including beef mince, pork sausages, eggs, baby potatoes and baked beans, with further reductions to follow in the coming weeks.
New £1 and £2 roundels have been introduced in-store and online, while an enhanced rewards programme has introduced new missions and offers across different categories including fresh, frozen and general merchandise.
Asda chief customer officer Rachel Eyre said: “We know many customers are making careful choices when they shop and our job is to do even more to support them.
“These changes offer greater value and choice in areas they shop the most and improve the in-store shopping experience.
“They’re about rewarding customers for their loyalty, as well as encouraging those who haven’t been to Asda for a while to take a fresh look. We’re confident they’ll see the difference straight away.”
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