Asda is today inviting shoppers to take a fresh look at the supermarket after major changes across, product, price and the in-store experience.
These changes are designed to reward customers for their loyalty and encourage those who shop elsewhere to choose Asda again, with improvements they can see and feel as soon as they enter the store.
The retailer has launched more than 400 new food and drink lines in one of its biggest product refreshes in recent years, covering a host of categories including frozen, bakery, produce, fresh meat and food to go. Alongside this, Asda has also upgraded two of its most-shopped categories – fresh produce and frozen.
In the fruit & veg section, dedicated greengrocers are returning to the aisles helping ensure availability and quality, while supporting customers to pick the best of what’s in season.
The section has been refreshed with clearer information on quality and provenance and to highlight Asda’s fresh promise – 100% satisfaction of your money back. Families can also pick up a free piece of fruit for children to eat while they shop in any of Asda’s 426 Superstores.
The frozen category has been transformed to make shopping quicker and easier, with clearer layout and signage and more prominence given to the best-selling lines on the shelf. More than 230 new frozen products have been introduced, bringing fresh innovation to the category and adding brands such as Crosta Mollica.
On price, hundreds of products that customers buy the most have been cut to a new lower Asda Price including beef mince, pork sausages, eggs, baby potatoes and baked beans, with further reductions to follow in the coming weeks.
This builds on Asda’s position as the UK’s cheapest full-range supermarket, with thousands of products already priced below their equivalents at Tesco, Sainsbury’s and Morrisons.
New £1 and £2 roundels have been introduced in-store and online to make standout value easier to spot, while an enhanced Rewards programme introduces new missions and offers across different categories including fresh, frozen and general merchandise.
Rachel Eyre, Chief Customer Officer at Asda, 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.”
