Asda has once again been recognised as the UK’s lowest-priced major supermarket by trade bible ‘The Grocer’ at its annual ‘Grocer Golds’ award ceremony.
This win marks a return to form for Asda, which has historically dominated the ‘Grocer 33’ pricing award, before a methodology change last year to include competitor loyalty pricing gave the award to Tesco.
This year, Asda outperformed all major competitors— on both base and loyalty prices —by consistently offering the lowest prices on a basket of 33 everyday items, as tracked by The Grocer’s trusted weekly survey.
Over the past 12 months, Asda secured 22 pricing wins out of 49 shop comparisons—more than double that of its nearest rival, which achieved just nine.
This performance underscores Asda’s renewed focus on everyday value through initiatives such as Asda Price and Rollback, which have helped customers save significantly at a time when household budgets remain under pressure.
Allan Leighton, Executive Chairman at Asda, said: “Asda has always stood for great value. Regaining this award proves we’re consistently cheaper than our competitors on both base and loyalty pricing. More importantly, it confirms we’re delivering on our promise to provide good, honest value for the millions of customers who shop with us every week.”
Asda has continued to reinforce its value credentials this week, having launched a brand new “That’s Asda Price” campaign. As one of the UK’s most recognised retail slogans, “That’s Asda Price” returns with even more impact following the relaunch of Rollback to Asda Price earlier this year – which has already seen over 10,000 products move to a lower Asda Price.
The award win comes as Asda picked up another independent prize comparison recently, scooping the Which? big shop comparison for the 6th month in a row – highlighting that Asda is cheaper than competitor loyalty schemes and base prices, delivering unbeatable value every time customers shop with the retailer.
T&Cs: The Grocer 33 Price Award 2025. The Grocer 33 pricing survey compares 33 randomly selected products each week from Asda, Tesco, Sainsbury’s, Morrisons and Waitrose. Asda provided the cheapest price in 22 of the 49 weeks that Grocer ran the price comparison survey. Survey from July 2024 – June 2025. For verification see ASDA.com/verification
