Asda introduces a new price pledge, lowering prices on thousands of everyday items below those offered by Tesco, Sainsbury’s, and Morrisons loyalty card deals. Over 2,300 products, including fresh meat, produce, chilled goods, core groceries, and bakery items, are now available at reduced rates at Asda.

In addition, Asda customers will receive 10% back in Asda Rewards Cashpot on all fresh produce purchases made in-store throughout January. Rachel Eyre, Asda’s Chief Customer Officer, emphasized the company’s commitment to offering the best prices on commonly purchased products without the necessity of a loyalty card, aiming to assist families in managing their post-holiday budgets effectively.

Meanwhile, Asda faced a challenging Christmas period, with its market share dropping to 11.4% in the 12 weeks leading up to December 28, as per data from Worldpanel analysts. The supermarket experienced a 4.2% decline in sales during this time, marking its 22nd consecutive month of sales reduction. In contrast, competitors Tesco and Sainsbury’s attracted more customers, solidifying their positions ahead of Asda in the market.

Tesco recently announced its commitment to maintaining the affordability of 3,000 branded products under its new Everyday Low Prices initiative.