Asda is scrapping its discount offer for NHS staff, teachers, the armed forces and emergency workers at the end of May.
Customers who hold a Blue Light Card are able to receive 5% off fresh food, fruit juice, dairy products and bakery goods at the supermarket chain’s stores.
Asda first introduced the discount during the COVID pandemic and is the only supermarket to offer it. In 2023, the retailer shifted the scheme to its Rewards app meaning customers no longer needed to scan their Blue Light Card at checkout.
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An Asda spokesperson told Sky News: “We launched our partnership with Blue Light Card during the pandemic to provide additional support for emergency workers and would like to thank them for the opportunity to work with them during the last five years.
“Our focus now is on providing all our customers with outstanding value every time they visit our stores or shop with us online.”
Asda brought back its Rollback pricing proposition at the start of the year under returning supermarket boss Allan Leighton as chair.
The supermarket has reduced the cost of a third of its products since then under Leighton’s turnaround plan.
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