Press Centre

Following the huge success of its 8p Valentine, ASDA has unveiled the latest in its range of budget brand Smart Price cards - this time designed especially for Mother’s Day. Priced at only 6p, it’s a huge 25% saving on the Smart Price Valentine. ASDA believes it needs a price edge over its romantic counterpart as it’s for your mother-in-law.

The card bears the branding of ASDA Smart Price budget range of products - just like its baked beans, bourbons and beef – and features a 6p sticker on the front. The sticker can be removed, giving a less tongue-in-cheek take on the “Because your worth it” wording on the inside.

More than 10,000 have gone into stores at the beginning of the week and they are already proving to be the number one item in the card range. The cards are outselling the products from the floral, poem and hearts and flowers ranges by as much as two to one in some stores.

The cards have already become collectibles with listings already appearing on Ebay for 25 times the value of the cards sold in stores. It was a similar story in February when all of the 3,000 ASDA Smart Price Valentines sold out in just three days.

But ASDA haven’t forgotten about the floral gift. New to the Mother’s Day flower ranges which, as ever, includes lilies, roses and orchids is the suitably carnivorous £3 Venus Fly Trap – similarly priced not to break the bank.

“It’s a bit cheeky but then so are we.” Said Fergal Gara, ASDA Cardshop Manager, “Normally mothers-in-law get totally overlooked on this special day. We’re sure that if you give your mother-in-law our 6p card this year it’ll make it a day to remember.”


Posted in Press Centre on 24 March 2006
Press Centre

ASDA announced today it was slashing the price of milk in stores across Great Britain* while increasing the amount it pays its own farmers.

In recent weeks farming leaders have been calling on supermarkets to come clean and 'say what they pay' their farmers. The supermarket's latest move is designed to give both customers and farmers a better deal.

ASDA is also challenging other retailers to adopt the NFU's Vision for the Dairy Industry, which the supermarket has already signed up to, and is today launching its own Four Pint Pledge on behalf of dairy farmers (

The ASDA Four Pint Pledge:

  • Supermarkets should set up dedicated supply arrangements such as those already in place at ASDA, Waitrose and M&S
  • Supermarkets should publicly publish the price they pay their farmers
  • Supermarkets should invest their own margin when lowering prices
  • Supermarkets should adopt the NFU's Vision for the Dairy Industry.

The dairy double whammy means from today customers will pay less for a pint of ASDA fresh milk - one pint now costs 32p (reduced from 33p), two pints cost 53p (was 64p), four pints cost £1.00 (was £1.16) and six pints cost £1.50 (was £1.69) - in addition all of ASDA's 550 dedicated farmers will get paid more for every litre of milk they produce for ASDA.

The ASDA Farmer Partners already receive a 0.5p per litre premium for supplying ASDA, this will now double to 1ppl*. ASDA's farmers are also set to benefit from an increase in demand for their milk - the price drop, backed by a multi-million ad campaign, will encourage customers to buy millions more pints in the coming weeks.

The retailer is launching its first ever milk TV ad next week (16th March), highlighting that unlike other big supermarkets, ASDA can trace all of its milk back to its own farmers. It is also taking out national press ads in major newspapers tomorrow to promote its price drops and its Four Pint Pledge.

Chris Brown, agriculture strategy manager said: "By having a group of dedicated farmers who supply all our British milk, we're able to pay them more and still charge our customers less.

"We're open about the price we pay our farmers, while our competitors prefer to keep their prices under lock and key. We reckon our lower milk prices, together with the multi-million pound ad campaign we're launching, will dramatically increase the amount of milk we sell. And every extra pint we sell will directly benefit our farmers."

But while the price cut is good news for customers ASDA understands some dairy farmers will have concerns.

Chris added: "Most other retailers don't have dedicated supply arrangements and will find it hard to cut the price of milk without cutting the price they pay to their processors, and in turn farmers. That's why we're urging other retailers to adopt our four pint pledge.

"Any store which reduces the retail milk price without first meeting these challenges will have serious questions to answer from farming leaders. As our move shows, only a long-term win-win partnership with farmers can bring about a fairer distribution of costs in the milk supply chain."


Posted in Press Centre on 09 March 2006
Press Centre

In the year it celebrates its sixteenth birthday, George at ASDA marks its coming of age with the launch of two new ranges – George ‘Must Haves’ and George Homewares.

George Home [launching Saturday 1 April] takes George’s well-established style credentials from fashion into furnishings. Three years in the planning and the result of a massive £30m investment, the George Home collection comprises 2,000 new products ranging from bedding to bath accessories, cushions to candles. New collections will appear every season with lighting, furniture, luggage and dining ranges coming in the summer and autumn.

A specially created trends team and in-house designers have developed the five “stories” under which the range of perfectly coordinated products fall(1). Between them they have travelled almost half a million miles on 60 buying trips across the world to find inspiration for the ranges.

It’s a major move into a growing market. Verdict estimates the homewares market to be worth £10.6bn and foresee it growing by 20.2% over the next five years(2).

‘Must Haves’ [launching Thursday 30 March] is a capsule range of twenty up-to-the-minute men’s, women’s and children’s separates that are updated and replaced every month(3). These are the lines that found in every high street window and that every fashion follower ‘must have’ but brought to you at jaw-dropping prices that won't be beaten anywhere – the range perfectly encapsulates ASDA’s promise of “More for You for Less”(4).

Both launches will be supported by a heavyweight advertising campaign. George ‘Must Haves’ TV ads break on Thursday and the George Homes ads will be broadcast in May.

George stands for style quality and value. The Must Have range will create the new benchmark for value in fashion reinforcing George's leadership position.

It was the first supermarket fashion label; the first to open high street stores and the first to go global. Indeed it is one of Britain’s best home-grown fashion exports and is sold in nine countries across the world(5).

George Home has already taken its first steps on a similar journey across the globe with the ASDA team sharing homewares designs with their counterparts in Wal-Mart USA and Canada.

“George is the original fashion democracy and we’ve proven that high style, high quality clothing needn’t come with a high price tag.” said Angela Spindler, George Global Managing Director, ”Sixteen years ago we were a five-store trial, now one in twelve of us in the UK own a piece of George clothing. Today we take that one step further – from dressing Britain to dressing the Britain’s homes.”

- ends –


Further information:
Rachel Fellows, ASDA Press Office, office hours (0113 241 8857)
Out of Hours (0113 242 5435)

Posted in Press Centre on 29 March 2006