Asda is pledging to undercut its rival grocery retailers by offering customers cheaper prices than Tesco, Sainsbury’s and Morrisons loyalty deals on thousands of everyday products.

Under its campaign, That’s Asda Price, the supermarket now lists more than 2,300 core lines – spanning fresh meat, produce, chilled food, grocery and bakery – at prices up to 50% lower than competitors’ Clubcard, Nectar and More Card deals.

The grocery retailer said the move is designed to give shoppers access to lower prices without the need to sign up to multiple loyalty schemes or wait for time-limited promotions.

Alongside the price pledge, Asda is offering a January incentive through its Asda Rewards scheme, giving shoppers 10% back in their Cashpot on all fresh produce purchased in-store this month.

Chief customer officer Rachel Eyre said the retailer wanted to help families manage household budgets following the festive period.

“We know many families are feeling the pinch post-Christmas and it can be difficult to get household budgets back on track,” said Eyre.

“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.”

The supermarket chain’s latest move builds on significant price investment over the past year.

Since relaunching Asda Price in January 2025, the retailer has reduced prices across more than half of its range and says it has regained its position as the UK’s lowest-priced major supermarket, based on independent comparisons.

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