Asda has today strengthened its Asda Price promise with a new pledge to be cheaper on thousands of everyday products than Tesco, Sainsbury’s and Morrisons – including each supermarkets’ loyalty card prices.
The commitment means families can shop at Asda knowing they are paying less on the items they buy week in, week out, without needing to sign up to multiple loyalty schemes or wait for special offers elsewhere.
Asda now offers more than 2,300 everyday products at prices lower than Tesco, Sainsbury’s and Morrisons loyalty card prices including fresh meat, fresh produce, chilled, core grocery and bakery lines.
Alongside lower prices, Asda is also helping customers save more through its own loyalty programme, Asda Rewards. Throughout January, shoppers will receive 10% back in their Cashpot on all fresh produce products purchased in-store, supporting healthier choices at the start of the year while keeping costs down.
Rachel Eyre, chief customer officer at Asda, said: “We know many families are feeling the pinch post-Christmas and it can be difficult to get household budgets back on track. 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.”
Asda’s commitment to beating rivals’ loyalty card prices builds on its significant price investment last year which is already delivering tangible savings for shoppers.
Since relaunching Asda Price in January 2025, Asda has reduced prices across more than half of its product range and re-gained its position as the UK’s lowest-priced major supermarket – a position confirmed by independent price comparisons from The Grocer and Which?
| Product | Asda Price | Nearest priced competitor (loyalty price) | (£) saving | (%) saving |
| Pampers Baby Dry Size 3 Essential Pack 50 Nappies | £6.00 | £11.00 | £5.00 | 45.5% |
| Philadelphia Original Soft Cream Cheese 165G | £1.00 | £1.35 | £0.35 | 25.9% |
| Warburtons Tiger Bread Bloomer 600g | £1.40 | £1.65 | £0.25 | 15% |
| Goodfella’s Goodfellas Stonebaked Thin Margherita Three Cheese Pizza 334g | £1.75 | £2.90 | £1.15 | 40% |
| Asda Everyday Tea Bags (240pk) | £2.50 | £3.20 | £0.70 | 22% |
| Nestle Cheerios Multigrain Breakfast Cereal (800g) | £3.00 | £3.80 | £0.80 | 21.1% |
| Arla Skyr Skyr Natural Icelandic Style Yogurt 450g (450g) | £1.25 | £2.25 | £1.00 | 44% |
| Ariel The Big One PODS, 21, Original (21pk) | £6.00 | £12.00 | £6.00 | 50% |
| Quorn 4 Southern Fried Burgers 252g (252g) | £1.64 | £2.75 | £1.11 | 40% |
| Birds Eye Country Mixed Vegetables 640g (640g) | £2.00 | £3.00 | £1.00 | 33% |
