Asda has dropped plans to introduce a new staff uniform next year, amid its broader strategy to shift spending towards price reductions and store improvements.

The supermarket chain had been trialling the new kit across 12 stores, testing darker green polo shirts and updated, breathable fabrics.

Announced last October, it would have marked the first full redesign of the retailer’s uniform in more than a decade.

Speaking at the time, Asda chief people and corporate affairs officer Hayley Tatum said: “We’ve put our colleagues at the heart of this trial, enlisting their support to ensure the uniform not only meets their needs, but that they are proud to wear.

“We’re looking forward to hearing their thoughts in the coming weeks and using this insight to shape the final version of the uniform.”

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However, it is understood the decision has now been reversed, as reported in The Telegraph, with chairman Allan Leighton instead prioritising investment to help revive sales and sharpen Asda’s competitive edge.

“Everyone at Asda is focused on getting back on track by lowering prices and delivering the excellent service our customers expect, so we have put this change on hold for the time being,” a spokesperson for Asda told Grocery Gazette.

“The feedback we received from colleagues throughout the trial will be used to inform any changes to our store-uniforms in the future.”

The move comes as Asda continues to face pressure from rivals and loses market share. Recent figures from Kantar show the grocer’s share has fallen to 12.1%, down from 15% at the time of its 2021 acquisition by TDR Capital and the Issa brothers.

Speaking last month, Leighton described the turnaround challenge as “like having Everest to climb”, admitting there was “some way to go” to restore momentum. He downplayed market share declines, saying: “Market share doesn’t bother me one jot… Ask me about it in a year’s time.”

While Asda hasn’t disclosed the total investment going into price reductions, Leighton said the strategy would lead to a “material reduction” in profitability this year.

The retailer’s price-led strategy has also added fuel to the growing supermarket price war. Tesco recently pledged £400m towards price cuts, while Sainsbury’s and Morrisons have also stepped up promotional activity.