Asda’s loyalty scheme Asda Rewards has launched its first baby and toddler club, offering members discounts, exclusive benefits and access to tailored parenting articles.

Customers will receive 10% back in their ‘Cashpot’ for the entire baby category instore and online when they sign up to the ‘Asda Rewards Baby & Toddler Club’ before 30 June via its Rewards app.

The club also looks to build on the supermarket giant’s commitment to providing quality and value to parents by offering a range of stage-based expert content across pregnancy, birth, newborns and toddlerhood on themes such as weaning, potty training, sleep guides and travel advice.

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The launch coincides with Asda’s ‘Baby Event’, which includes price reductions on a range of essential products such as cots, wipes, feeding, toys, and snacks until 21 April.

The biggest savings can be found across Pampers Pants, which are down 55% to £4.50 as well as Pampers Wipes and For Aisha Pouches which are both half price at £1.25 and 85p, respectively.

Select George Home items will also be available at a discounted price during the event, with the biggest savings seen across the Scoop and Learn Ice Cream Cart, Leading Leopard Jumperoo and three-in-one Sports Centre.

It comes as Asda is investing in lowering the prices of everyday food staples by adding over 100 products to its Aldi and Lidl price match.

From today (2 April), branded items including Coke, Colgate toothpaste and Kellogg’s corn flakes will be price matched to the discounters.