Asda has taken aim at M&S as part of its ‘Taste Match’ campaign to promote product quality.
According to the supermarket, hundreds of its products were voted “as tasty” or “tastier than” their M&S equivalents but at a lower cost.
The grocer’s latest campaign claims it stocks products with ‘M&S taste at Asda price’.
Asda first launched its Taste Test initiative back in July, when it nominated a series of products for blind taste testing against luxury retailers including Harrods, Selfridges, Fortnum & Mason and Harvey Nichols.
The retailer said all of the products in its M&S Taste Match were better value than the same food products at its competitor, noting its rival’s “long-standing reputation for great quality food”.
Asda said the standout products included its Extra Special British Aberdeen Angus Ribeye Steak, Extra Special Lemon Drizzle Cake and Extra Special Madagascan Tiger Prawns.
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The latest push comes after Asda revealed it was slashing prices on more than 400 of its branded and own-label products last month as part of a £23 investment to support shoppers during the cost of living crisis.
Yet later in September, MPs wrote that Asda’s ownership structure could be limiting the supermarket’s ability to help shoppers amid the ongoing cost of living crisis.
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