Asda is to scrap its 5% Blue Light Card discount for emergency workers, NHS staff, teachers and members of the armed forces.

Asda said it is shifting its focus from the scheme, which will officially end on 31 May 2025, to provide all customers with value.

The Blue Light Card scheme was first introduced during the COVID-19 pandemic.

The 5% discount, which applies to fresh food, bakery items, dairy products and fruit juice, was the only one of its kind offered by a major UK supermarket.

It has been in place since 2020 and was most recently integrated into the Asda Rewards app in 2023, removing the need for customers to show their Blue Light Card at checkout.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

An Asda spokesperson told Sky News: “We launched our partnership with Blue Light Card during the pandemic to provide additional support for emergency workers and would like to thank them for the opportunity to work with them during the last five years.

“Our focus now is on providing all our customers with outstanding value every time they visit our stores or shop with us online.”

The latest moves comes amid the supermarket chain’s attempt to double down on a value-for-all position, with the aim of restoring its competitive edge in a tight market.

Earlier this year, the grocery retailer brough back its Rollback pricing proposition, under returning boss Allan Leighton.