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New Asda guarantee ‘beats rivals on price’

Asda claims an end to supermarket price wars
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Asda’s pay as you go mobile tariff has a low flat rate

Asda has launched a new price-comparison guarantee that it says will ensure it’s always cheaper than Morrisons, Sainsbury’s and Tesco.

In a move Asda claims heralds ‘the end of supermarket price wars’, the supermarket is adding codes to its till receipts which enable shoppers to compare the price of their shopping basket with items offered by rival supermarkets.

If the basket is cheaper at any of Asda’s rival’s, the Walmart-owned supermarket will refund the customer the difference, plus 1p.

Find out how Asda fared when we surveyed 13,000 Which? members about their most and least favourite .

Will Asda always be cheaper?

Under the new price-comparison scheme, shoppers must have bought at least eight items, and can compare from 9am on the day after they do their shopping. If your Asda shopping basket is more expensive than at Morrisons, Sainsbury’s and Tesco, a refund of the difference will be issued in vouchers that can be printed off and used next time you do your supermarket shopping.  

But around 30% of Asda’s stock is excluded, including items the supermarket says it’s not easy to offer a like-for-like comparison for. Examples include own-label goods with a different pack size to those sold by the other supermarkets. 

Special offers such as ‘buy one, get one free’ or ‘three for two’ are included in the new Asda price guarantee, but others where the item offered free is different to the standard-price item are left out.

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