Asda has been crowned the UK’s lowest-priced major supermarket for the 25th consecutive year by trade bible The Grocer in its annual ‘Grocer Gold’ industry awards.

The retailer convincingly beat rivals Tesco, Sainsbury’s and Morrisons after winning the Grocer’s weekly price comparison survey 43 out of a possible 50 times during the last 12 months. Asda remains the only retailer to win this pricing award thank to its long heritage of providing shoppers with low prices.

To help customers with the current cost of living crisis, Asda recently announced it is investing £90m to freeze prices on 100 popular products for the rest of the year and by launching a new value range – ‘Just Essentials by Asda’ comprising of 300 budget-friendly products.

Asda also scooped the e-commerce Initiative of the Year, for its ‘Express Delivery’ service which operates from 300 stores and provides the full online range of more than 30,000 products for delivery in as little as an hour.

Mohsin Issa, Asda co-owner, said: “These awards recognise the efforts of thousands of colleagues across the business who are supporting customers during these tough times. We are proud to be recognised once again as the lowest-priced major supermarket and we remain focussed on keeping prices as low as possible for our customers to make their grocery budgets stretch further.

“As well as offering great value, we are also investing in product quality and to make the shopping experience even better for customers in store and also online – where our ‘Express Delivery’ service was recognised as e-commerce initiative of the year.

 “We’re also incredibly proud of our Edinburgh Jewel Store Manager, Colette McSorley, who was named as a finalist in the Store Manager of the Year award for her inspiring leadership.”

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