Asda wants its customers to 'get the Asda price feeling' - but does it really offer value for money and is its food fresh?
In the annual Which? supermarkets survey, almost 600 Asda customers rated the retailer on everything from queuing time to the quality of its food and value for money.
This enabled us to work out star ratings for different factors as well as an overall customer score.
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|Staff availability and helpfulness|
|Range of products|
|Overall quality of own-label and fresh products|
|Value for money|
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|Ease of using the website or app|
Range of products
|Quality of own-label and fresh products|
|Availability of collection/delivery slots|
|Customer service at collection/delivery|
|Choice of substitute items|
We went undercover to find out how the supermarkets compare when it comes to delivering fresh food, using a team of mystery shoppers to order more than 1,000 groceries in the first – and biggest – comparison of its kind.
During the course of the investigation, our mystery shoppers took delivery of items that were already out of date by the time they were delivered, groceries that were within their use-by date but looked too manky to eat, and one item with a completely illegible use-by date.
When we surveyed Asda shoppers in October 2020, 70% rated its in-store Covid -19 measures as good or excellent. Find out how this compares to the other supermarkets in our survey by visiting our guide to the UK's .
More recently, Asda has added an antimicrobial coating to all basket and trolley handles, which it claims can reduce the spread of bacteria, and introduced 'Scan & Go' mobile. This lets shoppers use their smartphone to scan items they put into their basket or trolley to reduce contact.
Asda announced it was launching its first customer loyalty rewards scheme in October 2021. It's running as a pilot across 16 stores in West Yorkshire and the West Midlands and uses a smartphone app.
Following in the footsteps of other major supermarkets, in June 2021 Asda launched an express delivery service to get groceries to customers living within three miles of its Halifax, Rotherham and Poole stores within one hour. It was extended to 96 stores in October 2021. Asda expects to roll it out to more in future.
It already offers rapid delivery of a limited range of products through the Uber Eats app from more than 300 stores and since January 2022 has offered this through Just Eat from five stores.
In February 2020, Asda removed cartoons from 12 of its own-brand cereals to make the sugary foods less appealing to children. It has since continued to change the packaging of more of its sugar-laden items, such as ice creams and lollies.
In April 2019, we investigated how much of supermarket plastic packaging is recyclable. We ordered 46 of the most popular own-brand items from 11 major UK supermarket chains. We found 51% of Asda's packaging, by item, was widely recyclable at the kerbside.
We also looked at how much of the packaging was correctly labelled with recycling advice. We found 78% of Asda packaging was correctly labelled. See how Asda compares to other supermarkets and find out more about .