Asda launches '10% cheaper' price guaranteeAsda takes on rivals with new grocery price pledge

06 January 2011

Asda price guarantee

Asda shoppers using the supermarket's new, extended price-comparison guarantee will get their groceries 'at least 10%' cheaper than prices at Tesco, Sainsbury's, Morrisons or Waitrose.

From today, if Asda groceries are less than 10% cheaper at any of its rivals, the Walmart-owned supermarket says it will refund the customer the difference in the form of shopping vouchers.

That means, for example, customers doing a £100 grocery shop at Asda would receive £10 back in supermarket vouchers if a rival store was to be selling those goods for the same price, or even up to £9.99 more.

Customers whose shopping would have cost less elsewhere will receive Asda vouchers worth 10% of the lower amount, plus the original difference. 

Have you used Asda's new price guarantee yet? Head to Which? Conversation to share your shopping story.

How the Asda price guarantee works

The move builds on the price guarantee it launched in partnership with supermarket price comparison website MySupermarket last year.

Shoppers compare like-for-like grocery prices offered by the other big supermarkets by entering a unique receipt code into the online price checker the day after doing their shopping.

The price guarantee covers 15,000 products listed on the MySupermarket website - nearly half of those subject to increased VAT. You need to purchase at least eight items and use any vouchers within 28 days. You can make up to 10 claims a month.

Will Asda always cost less?

The guarantee isn't completely foolproof. Around 10% of products at Asda - deemed 'unique to the retailer' and not directly comparable with another item - are not included in the price guarantee.

And while some discounts such as buy-one-get-one-free offers are counted, others - where the item offered free is different to the standard-price item, for example - are left out.

We'll be publishing the results of the new Which? supermarket satisfaction survey, which rates and ranks all the supermarkets, later this month. Last time round, Asda scored disappointingly, on a par with Tesco but lower than Sainsbury's, Morrisons and Waitrose.

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