Press Centre


  • Latest ad focuses on wide range of products included in Asda 10pc price guarantee
  • Second ad breaks today across all major networks in prime time slots
  • Supermarket already seen seven-fold increase in price comparisons since APG relaunch in early January


ASDA today unveiled the second in its current series of high profile TV ads for the Asda 10pc Price Guarantee.

The second ad, which was shot on location in Wakefield, West Yorkshire, again features Asda finance colleague Heather Thomas and three of her friends taking advantage of the Asda Price Guarantee.

The second treatment specifically highlights the different types of products shoppers can compare on the APG. In the 40 second ad, Heather’s voiceover says:

‘It covers your weekly favourites, like fruit and veg, milk, bread, fresh meat and fish, plus big brands and own label too. It even includes half price deals available at the other big supermarkets. So, why not give it a go?’.

Since the APG was relaunched earlier in January, the supermarket has seen a seven-fold increase in the number of shoppers taking advantage of its 10pc price guarantee. Asda has committed to beat the price of all the major stores by at least ten per cent, or it will give shoppers back the difference.

The latest TV ad received final Clearcast approval on Friday 28th January and will be transmitted across all the major networks at prime time slots, including ITV London, ITV South East, ITV Scotland, ITV North, Channel 4, Five and Sky 1.

The Asda Price Guarantee was originally launched on 28th April 2010 and includes comparisons between Sainsbury’s, Tesco, Morrisons, Waitrose and Asda. It covers more than 15,000 branded and own label products, and includes items that are on promotion in rival stores.

To ensure complete price transparency and accuracy, the Asda Price Guarantee is powered by Mysupermarket.co.uk, the independent online price-checking website.

Posted in Press Centre on 31 January 2011
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As Nintendo 3DS is unveiled, Asda is named cheapest retailer

Nintendo’s much anticipated 3DS console was unveiled last week, with a launch date of 25th March. At the lowest price on the market, the Nintendo 3DS is now available to pre-order online from Asda for the amazing price of £202 – using a £15 off discount code.

Games enthusiasts can order this exciting new device either through Asda’s Entertainment site or on Asda Direct. Available for £217, customers are given a promotional code (15OFF3DS) to enter at the check-out in order to claim their additional £15 discount.

In store the offer is just as enticing. Buy the Nintendo 3DS for the amazing price of £217 and get any 3DS game for £15 when you collect your console during the first two days of the launch (25th and 26th March). The full software launch line up is still to be confirmed, with around 10 games expected on Day 1.

Andrew Thompson, Head of Games at Asda says: “There has been much anticipation surrounding the launch of the Nintendo 3DS, and it is set to be the must-have consumer device of the year. At Asda we aim to offer our customers the latest consoles and games at the best possible value. Our 3DS offer will continue this trend. We anticipate the launch of this console being colossal – who wouldn’t want to experience 3D gaming and films without cumbersome glasses crushing your nose and cramping your style.”

The official European release date is 25th March. Available in either Cosmos Black or Aqua blue each console will come with a 2GB memory card installed. The device also has two cameras which allow its user to take 3D pictures.

Posted in Press Centre on 28 January 2011
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The Food Standards Agency has issued advice about imported pasteurised liquid egg that may contain eggs with levels of dioxins that are above legal limits.

The FSA says there is “no food safety risk” from eating products that may contain the liquid egg.

We can trace all ingredients used in any products manufactured under the Asda brand and our checks showed a small number of cakes from one of our suppliers
used the imported liquid egg.

As a purely precautionary measure we have acted quickly to withdraw these Asda products from our shelves:

Product Best before date
Vanilla Traybake January 7, January 8
Mini Victoria Cake January 7, January 11
Choc Traybake January 8, January 10
Lemon Sponge January 9, January 16
Caterpillar Cake January 10, January 11
Lemon Loaf Cake January 11
Raspberry Sponge January 11, January 12
Smart Price Sponge January 13, January 15
Coconut Sponge January 14, January 20


We can reassure customers that all of our fresh eggs are British and are therefore not involved.

Posted in Press Centre on 07 January 2011
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Asda Income Tracker shows cost of living continues to rise above earnings growth


  • £8 a week fall in family spending power compared to the same month a year ago is the largest decline since the Income Tracker began

  • It represents the 12th month of consecutive decline

  • Average UK household had £172 a week of discretionary income in December 2010, 4.5 per cent lower than a year earlier

  • For 2010 as a whole, average household discretionary income was down 2.2 per cent from 2009 levels


The first Asda Income Tracker in 2011 has revealed that in December 2010 family spending power fell by £8 per week, the largest fall on record. The decline in family spending power in December 2010 is the largest annual fall since the Asda Income Tracker began in March 2008 and spending power fell in annual terms during every month of 2010. When the impact of bonus payments is included, family spending power decreased by £9 over the year to December, a fall of 4.5 per cent.

Posted in Press Centre on 27 January 2011
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  • 49% are worried about losing their jobs
  • Only 35% think their job is secure
  • 50% believe their pay will be frozen this year or will fall
  • Customers tell Asda they want to look their best at work without a high price tag
  • George’s Red Hot Value range helps families that are feeling the pinch


With fears around unemployment and holding onto jobs, customers have told Asda they want to look their best at work without breaking the bank – and show their boss they’re in it for the long-haul.
So George is giving customers more spending power with its Red Hot Value range this week as families feel the pinch in the new year.

As the fear of unemployment increases, many households will opt to save rather than spend – but with George’s red hot deals on suits and essentials customers can feel confident at work and any all important interviews.

Posted in Press Centre on 03 January 2011
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  • OFT announces next major milestone in Asda’s purchase of Netto’s UK stores, following exchange of contracts for stores to be sold to other food retailers
  • Subject to final OFT approval, 147 Netto stores in the UK will be will be converted to Asda Supermarkets by late Autumn 2011
  • All newly converted Netto stores will charge same low price as every other Asda in UK
  • Fresh food range will double in size
  • Number of products will rise from an average 1,800 up to 10,000 , enabling customers to complete a full weekly shop
  • Customers will benefit from full breadth of Asda’s own label food ranges, including Smart Price, Chosen By You, Extra Special, Good For You, Free From and Organics
  • Customers will also be able to order from the full range of home and leisure, and George clothing products available at supercentre stores online at www.asda.com, and collect them in their local store


Asda announced today (12 January, 2011) that it had reached another major milestone in its purchase of Netto’s UK stores, having met the OFT’s requirement to agree purchasers for a number of Netto stores across the UK.

Posted in Press Centre on 12 January 2011
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  • Asda calculates parents spend £1,407 in their baby’s first month
  • 42% of mums-to-be looking to Posh for baby ideas
  • 72% reveal cost of baby essentials is their biggest concern


On average parents will spend a whopping £1,407* on their newborn baby in the first month alone, according to supermarket giant Asda. New parents face a £9,152 bill during the first twelve months of their new baby’s life**, however the first month will be the biggest hit to their wallets. It’s no surprise expectant parents may feel like crying almost as much as their little one as they shop for the mountain of essentials.

To help savvy mums-to be beat this hefty first-month spend Asda is holding a special Baby Event, running from tomorrow (17th January), enabling parents to slash this first-month figure by a massive £900.

Posted in Press Centre on 16 January 2011
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The trend to pamper your pets has reached new levels at Asda this week as volumes of luxury pet food, speciality shampoos and even dog mattresses catapult off the shelves.

Whether it’s the New Years resolutions of the owners to shower their pets with more TLC or purely just a sign of the times, the market for pooch-pampering products at Asda has never been more popular. A quick drenching in the bath and a rub down with your worst towel will definitely not do for the 21st century dog, it’s now lather and luxury all the way. This week Asda customers can pamper their pets for less by getting their gourmet pet food and pampering treats a-plenty in the supermarket’s ‘Pet Week’ event.

Posted in Press Centre on 11 January 2011