Asda has extended its price promise by pledging that it will be cheaper than Tesco, Sainsbury’s and Morrisons on “thousands” of everyday products, as well as loyalty card prices.

The supermarket says that over 2,300 everyday products are cheaper than Tesco, Sainsbury’s and Morrisons loyalty card prices including fresh meat, fresh produce, bakery products and chilled items.

Asda said its upgraded price promise means that families can shop at its stores knowing they are paying less on the items they buy regularly without needing to sign up to multiple loyalty schemes or wait for special offers elsewhere.

The price promise builds on investment the company made last year, which Asda said has delivered “tangible” benefits to shoppers.

Since relaunching Asda Price in January 2025, Asda said it reduced prices across more than half of its product range.

“We know many families are feeling the pinch post-Christmas and it can be difficult to get household budgets back on track,” said Rachel Eyre, chief customer officer at Asda. We want to help by giving them the lowest prices on the products they buy the most.”

Asda’s price promise comes after Tesco announced earlier this week that it would hold prices on more than 3,000 branded products as part of a new low prices scheme.

Tesco said the new scheme sits alongside Tesco’s existing Aldi Price Match on more than 650 lines and over 10,000 Clubcard Prices, which the retailer said underscores its focus on value.

Morrisons also started the year by announcing it would cut prices of around 2,500 products, including freezer items, fresh produce, everyday staples and cleaning essentials.

Morrisons said the price cuts will help customers eat more healthily at the start of the year at a time when many are “feeling the pinch”.

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