Asda launches main change on 2,300 merchandise towards rivals resembling Tesco
Asda is going up against rival supermarkets including Tesco, Morrisons and Sainsbury’s
Asda has announced it will roll out a massive shake-up across its stores as it takes aim at rivals including Tesco, Morrisons, and Sainsbury’s. The changes will hit numerous everyday essentials, covering fresh produce, fresh meat, and chilled items.
The supermarket giant has revealed plans to slash prices and beat competing chains by up to 50%, with its fresh low-price promise set to impact roughly 2,300 ‘everyday’ own-label and branded lines. This follows chairman Allan Leighton’s pledge last year that Asda would become up to 10% more affordable than its competitors through the revival of Asda Price.
As part of its latest cost-cutting campaign, items like Warburtons Tiger Bread are reportedly 15% more affordable than at rival stores, whilst own-brand lines such as Asda Everyday Teabags reportedly offer savings of 22%. The retailer stated that all its pricing is benchmarked against both the current lowest Asda rate and its ‘nearest priced competitor’, according to a report from the Grocer.
Asda’s chief customer officer Rachel Eyre explained that the retail giant aims to support families “by giving them the lowest prices on the products they buy most”. She emphasised this was particularly crucial following Christmas when many households face considerable financial pressure.
Following the January 2025 relaunch of Asda Price, the chain claims it has cut costs on more than half its range and has re-established its position as Britain’s most affordable major supermarket.
Asda products cheaper than competitor
While Asda has confirmed a list of products that are significantly cheaper than its ‘nearest priced competitor’, it does not specify which competitor that is for each product. However, it claims that customers could save as much as 45.5% by purchasing certain products at its store when compared to others.
Asda says such products include the following claimed savings:
- Pampers Baby Dry Size 3 Essential Pack 50 Nappies – £6.00 at Asda compared to £11.00 at competitor (45.5% saving)
- Philadelphia Original Soft Cream Cheese 165G – £1.00 at Asda compared to £1.35 at competitor (25.9% saving)
- Warburtons Tiger Bread Bloomer 600g – £1.40 at Asda compared to £1.65 at competitor (15% saving)
- Goodfella’s Stonebaked Thin Margherita Three Cheese Pizza 334g – £1.75 at Asda compared to £2.90 at competitor (40% saving)
- Asda Everyday Tea Bags (240pk) – £2.50 at Asda compared to £3.20 at competitor (22% saving)
- Nestle Cheerios Multigrain Breakfast Cereal (800g) – £3.00 at Asda compared to £3.80 at competitor (21.1% saving)
- Arla Skyr Natural Icelandic Style Yogurt 450g – £1.25 at Asda compared to £2.25 at competitor (44% saving)
- Ariel The Big One PODS (21pk) – £6.00 at Asda compared to £7.50 at competitor (20% saving)
- Quorn 4 Southern Fried Burgers 252g – £1.64 at Asda compared to £2.75 at competitor (40% saving)
- Birds Eye Country Mixed Vegetables 640g – £2.00 at Asda compared to £3.00 at competitor (33% saving)
The new drive to drop prices and boost growth comes after it was confirmed that Asda was the only major supermarket in the UK to see a drop in sales during the run-up to Christmas. Other competitors are also pushing forward with lower prices for customers, such as Tesco, which vowed to keep the cost of around 3,000 products low as part of its Everyday Low Prices campaign.
