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UK’s cheapest traditional supermarket revealed as Asda

Asda takes home four awards at the prestigious 2023 Grocer Golds

July 5, 2023 08:51am
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Asda took home the title of the lowest price traditional supermarket for the 26th year in a row at renowned industry awards, The Grocer Gold Awards – reinforcing its position as the best priced traditional supermarket for UK consumers.

Despite inflation reaching a 40-year high, Asda’s focus on providing great value for consumers was clear as the retailer won the Grocer’s weekly price comparison survey 32 out of a possible 50 times during the last 12 months, beating its nearest competitor by 20 wins. Asda had the lowest average basket price of £67.31 during this period, with its nearest rival over £3 more expensive.

Asda won a further three awards at the event, many of which celebrated the initiatives the retailer has launched to support consumers through the cost-of-living crisis.

  • Asda’s new Just Essentials value range won best own brand range of the year following an incredibly successful launch into the market. The Just Essentials range comprises of 285 products specifically designed to keep households running on the tightest of budgets. Just Essentials has become a firm favourite with for many families with more than 10m customers regularly shopping this range.
  • The supermarket’s leading Kid’s eat for £1 café deal, developed to support communities by providing affordable meals for children, was also awarded Initiative of the Year. Launched to support families across the key holiday periods, the retailer has served over 1.7 million meals to date, which peak to over 80,000 a week during the school holidays. Due to its popularity, the initiative has now been extended until the end of the year. The scheme was lauded by the judges for its ambition, reach and longevity. It was a worthy follow-up to Marcus Rashford’s campaign to tackle holiday hunger, according to the judges and evolved into something more multifaceted offering continued support for customers.
  • To top it off, Asda was also crowned Online supermarket of the year, beating the competition thanks to its appetite for growth and innovation. Thanks to its operational developments, Asda’s online offering now covers 99.5% of the population across the UK and delivered more than 39 million orders last year. The supermarket also cemented its position in the quick-commerce market throughout 2022, running partnerships with third-party platforms across most of its stores. These quick-commerce offerings resulted in a 164% sales uplift year on year.

Commenting on the wins, Mohsin Issa, Asda co-owner, said:

“We’re incredibly proud to have been recognised with so many awards at this year’s Grocer Golds, especially for the initiatives we’ve launched to support shoppers though these challenging times.

“Offering customers great quality at affordable prices is at the heart of what we do – and we’re delighted to have been recognised by the Grocer as the lowest priced supermarket for the 26th year in a row. Initiatives like Just Essentials and Kids Eat for £1 are just some of the innovative new ways we’re driving even better value for Asda shoppers.

“These wins are testament to all our colleagues who work incredibly hard every day to help us keep the quality of our products high and the prices reliably low for customers – so I wanted to say a huge thank you for their continued dedication.”

In addition to The Grocer Gold wins, Asda was also named the UK’s lowest-priced supermarket for the ‘big weekly shop’ by Which? in June, a title that the retailer has held every month for the past three and a half years.

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