Hundreds of price cuts and more than 400 new food and drink lines are being rolled out across Asda stores as the supermarket looks to win back shoppers and strengthen its value credentials.
The retailer said the changes form part of a major refresh spanning product ranges, pricing and the in-store shopping experience, with updates across key categories including frozen, bakery, produce, fresh meat and food to go.
More than 230 new frozen products have been introduced, including brands such as Crosta Mollica, alongside a revamped frozen aisle layout designed to make shopping quicker and easier through improved signage and merchandising.
Asda has also refreshed its fruit and vegetable departments, bringing dedicated greengrocers back into stores to support availability, quality and seasonal merchandising. The produce section now includes clearer provenance and quality messaging, as well as highlighting Asda’s fresh produce satisfaction guarantee.
In addition, families shopping in any of Asda’s 426 superstores can pick up a free piece of fruit for children to eat while shopping.
The retailer has also reduced prices on hundreds of frequently purchased products, including beef mince, pork sausages, eggs, baby potatoes and baked beans, with further cuts planned in the coming weeks.
New £1 and £2 value roundels have been introduced in-store and online to help shoppers identify key value lines more easily, while the supermarket has also enhanced its Rewards scheme with additional missions and category-specific offers across fresh, frozen and general merchandise.
“We know many customers are making careful choices when they shop and our job is to do even more to support them,” Rachel Eyre, chief customer officer at Asda, said.
“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.”
Asda said the initiative builds on its position as the UK’s cheapest full-range supermarket, with thousands of products already priced below equivalent lines at Tesco, Sainsbury’s and Morrisons.