Asda to lower prices on 400 food products in major shake up

The supermarket has introduced more than 400 new food and drink items and cut prices across hundreds of everyday essentials in one of its biggest updates in recent years.

The changes cover frozen food, bakery, fresh produce, meat, and food-to-go categories.

The move is aimed at improving value, expanding customer choice, and enhancing the in-store experience.

Rachel Eyre, chief customer officer at Asda, told Grocery Gazette: “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.”

The fresh produce and frozen food sections have been upgraded, with greengrocer staff returning to fruit and veg aisles to support shoppers and maintain quality.

Asda has also refreshed its fruit and veg displays to include clearer information about product quality and origin.

What products will Asda be introducing and making cheaper?

More than 230 new frozen items are now available, including options from popular brands such as Crosta Mollica.

The supermarket has lowered prices on multiple household staples including beef mince, pork sausages, eggs, baby potatoes, and baked beans.

Asda garden peas are now 41p, down from 55p, baked beans are 39p instead of 42p, and pork sausages have been reduced from £1.79 to £1.58.

To improve price transparency, £1 and £2 labels have been introduced in-store and online to highlight budget-friendly options.

The Asda Rewards programme has also been updated with new offers and missions across fresh, frozen, and general merchandise categories.

Asda is also offering a free piece of fruit to children in its 426 superstores.

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Ms Eyre said she believes shoppers will notice improvements: “We’re confident they’ll see the difference straight away.”

The supermarket said these changes build on its existing value proposition, with thousands of products already priced below equivalents at Tesco, Sainsbury’s, and Morrisons.

Asda currently serves around 16 million customers each week across more than 1,200 UK locations and online, including superstores, supermarkets, Asda Living outlets, and Express sites.

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