The Asda Price Guarantee, launched at 7am today, is said to be a "cast-iron promise" to shoppers that it cannot be beaten on price. 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 said the launch of the Asda Price Guarantee (APG) heralds the end of the grocery price war between all the major supermarkets, and covers over 13,000 branded and own-brand products, and items on promotion.
"Activating the APG is a three-step process. 1 Shop Customers do their regular shop at Asda, remembering to keep the receipt; 2 Check After 9am the next day shoppers go to Asda Price Guarantee to enter their receipt details to see how much their grocery shop would have cost at the other supermarkets; 3 Smile knowing they have shopped at Britain's lowest priced supermarket. In the small number of instances they'd have paid less elsewhere, then Asda will give them a printable voucher for the difference, plus one penny that can be redeemed against their next Asda shop," said an Asda statement..