Asda has unveiled a major product and price refresh as it looks to reward loyal customers and tempt shoppers back to its stores.

The supermarket has launched more than 400 new food and drink lines across frozen, bakery, fresh produce, meat and food-to-go, in one of its biggest range updates in recent years.

The move forms part of a wider push to improve its product offer, sharpen prices and refresh the in-store experience across some of its most frequently shopped categories.

Asda said the changes were designed to give customers “greater value and choice” and encourage those who have not visited the supermarket for a while to “take a fresh look”.

The grocer has upgraded its fresh produce and frozen categories, with dedicated greengrocer colleagues returning to fruit and veg aisles to help maintain availability and quality, as well as support shoppers in choosing seasonal produce.

The fruit and veg section has also been refreshed with clearer information on quality and provenance, while Asda is highlighting its fresh promise, which offers customers 100 per cent satisfaction or their money back.

Families will also be able to pick up a free piece of fruit for children to eat while they shop across Asda’s 426 Superstores.

The supermarket has also overhauled its frozen category with clearer layouts and signage, while giving greater prominence to bestselling products.

More than 230 new frozen lines have been introduced, including products from brands such as Crosta Mollica.

Asda has also lowered the price of hundreds of everyday products, including beef mince, pork sausages, eggs, baby potatoes and baked beans, with more reductions set to follow in the coming weeks.

Examples include Asda garden peas, down 25 per cent from 55p to 41p, Asda baked beans, down from 42p to 39p, and Asda pork sausages, down 12 per cent from £1.79 to £1.58.

The grocer has introduced new £1 and £2 roundels in-store and online to make value lines easier for customers to spot.

It has also enhanced its Asda Rewards programme with new missions and offers across categories including fresh, frozen and general merchandise.

Asda chief customer officer Rachel Eyre said: “We know many customers are making careful choices when they shop and our job is to do even more to support them.

“These changes offer greater value and choice in areas they shop the most and improve the in-store shopping experience.

“They’re about rewarding customers for their loyalty, as well as encouraging those who haven’t been to Asda for a while to take a fresh look. We’re confident they’ll see the difference straight away.”

The supermarket said the latest investment builds on its price positioning, with thousands of products already priced below equivalents at Tesco, Sainsbury’s and Morrisons.

Asda serves around 16m customers each week from more than 1,200 UK locations and online, spanning supermarkets, superstores, Asda Living stores and Express sites.

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