Asda has introduced a new pricing pledge, offering reduced prices on thousands of everyday items compared to the loyalty card prices of Tesco, Sainsbury’s, and Morrisons.

More than 2,300 everyday products at Asda are now priced lower than its competitors, covering categories such as fresh meat, fresh produce, chilled goods, core grocery items, and bakery products.

In addition, Asda has announced a special promotion for January, where customers will receive 10% back in Asda Rewards Cashpot on all in-store purchases of fresh produce.

Rachel Eyre, Chief Customer Officer at Asda, emphasized the initiative’s aim to assist families in managing post-Christmas financial strains by providing the best prices on frequently purchased items. The Asda Price promise ensures competitive pricing without the requirement of a loyalty card.

Following a challenging Christmas period, Asda’s market share dropped to 11.4% in the 12 weeks ending December 28, with a 4.2% decline in sales. This decline marked the 22nd consecutive month of sales decrease for Asda, contrasting with Tesco and Sainsbury’s, which attracted more customers during the same period.

Recently, Tesco unveiled a commitment to maintain low prices on 3,000 branded products consistently under its new Everyday Low Prices campaign.