Asda Guarantee To End Supermarket Price War

Wed, 28 Apr 2010

 
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Asda has launched a new price guarantee for its shoppers in a move which it claims is the "final shot" in the ongoing supermarket price war.

The ‘Asda Price Guarantee’ promises to refund shoppers the difference if they can find their groceries cheaper elsewhere.

A statement from the retailer explained: "If shoppers can purchase a basket of eight or more comparable products cheaper elsewhere, the retailer will give them the difference, plus a penny more for good measure."

Asda has teamed up with independent price comparison site mysupermarket.co.uk to launch an online system on its website (asda.com/priceguarantee), which allows customers to enter their receipt details to see how much their grocery shopping would have cost at rival supermarkets such as Tesco, Morrisons and Sainsburys .

It a shopper finds that they could have paid less on comparable goods elsewhere, Asda will offer to repay the difference in the form of a printable voucher, plus one penny that can be redeemed the next time they go shopping at Asda .

The supermarket giant said its price guarantee covers over 13,000 branded and own brand products, including 70 per cent of the supermarket’s groceries . However, it does not apply to clothing items, electrical goods or DVDs .

Commenting on the move, Asda chief executive Andy Bond said: "From today Asda cannot and will not be beaten on price . Our grocery guarantee puts an end to the phoney price wars that most shoppers are sick of."