Asda has discounted over 2,300 products to be cheaper than Tesco, Sainsbury’s and Morrisons with loyalty card prices.

The retailer has pledged to offer the most affordable options across fresh meat, produce, chilled, core grocery, household staples and bakery lines.

Alongside the promotion, the supermarket is introducing a 10% back in their Cashpot for loyalty programme members buying fruits and vegetables in-store this January to encourage healthy eating.

Rachel Eyre, chief customer officer at Asda, said: “We know many families are feeling the pinch post-Christmas, and it can be difficult to get household budgets back on track.

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“We want to help by giving them the lowest prices on the products they buy the most. Asda Price means great value with clear and consistent pricing which is available to everyone without the need for a loyalty card.”

This move reinforces Asda’s commitment to beat loyalty card rivals’ prices and is part of a significant investment to deliver tangible savings for shoppers, said the retialer.

The Asda Price scheme was launched in 2025 and has since slashed prices across more than half of its product range.