Overview
- The supermarket says more than 2,300 everyday lines across fresh meat, produce, chilled, grocery and bakery now beat the loyalty prices of Tesco, Sainsbury’s and Morrisons.
- Asda cites examples including Pampers Baby Dry Size 3 at £6 versus £11 at the nearest rival and Goodfella’s Margherita pizza at £1.75 versus £2.90.
- Throughout January, shoppers receive 10% back into their Asda Rewards Cashpot on all in‑store fresh produce.
- Worldpanel data shows Asda’s market share dropped to 11.4% in the 12 weeks to December 28 as sales fell 4.2%, extending a long run of declines.
- Rivals are escalating price moves, with Tesco committing to keep 3,000 branded products consistently low, while Which? named Aldi the cheapest supermarket of 2025 and found Asda lowest-priced for a larger 180-item shop in December.