Asda has unveiled a huge transformation of its stores today, marking one of the supermarket's most notable refreshes in years.
The retailer is rolling out more than 400 new food and drink products across categories, including frozen goods, bakery items, fresh produce, meat and food to go. It has also overhauled aisles and launched more rewards.
Alongside the product launch, Asda has slashed prices on hundreds of everyday essentials and given its Rewards programme a big boost with new missions and offers.
The changes span everything from how stores look and feel to what is on the shelves.
The supermarket giant has redesigned aisles
|ASDA
One of the most noticeable shifts will be in the fruit and veg section, where dedicated greengrocers are making a comeback.
These colleagues will help keep shelves stocked and guide shoppers towards the best seasonal picks. There will also be clearer details about where produce comes from and its quality, and there will be a reminder of Asda's 100% satisfaction guarantee.
What's more, children can grab a free piece of fruit to enjoy while shopping at any of Asda's 426 Superstores.
Finding a bargain should be easier too, with new £1 and £2 roundels popping up both in stores and online to highlight standout deals. The revamped Rewards programme now features new missions covering fresh, frozen and general merchandise.
SUPERMARKET NEWS
The frozen aisle is getting what Asda calls one of its biggest makeovers in years.
Shoppers will find completely revamped signage and navigation to make finding things easier, with bestselling items given more prominent shelf space.
More than 230 new frozen products are landing, bringing brands like Crosta Mollica into the mix for the first time. New arrivals this week include the Melt in the Middle Burger range in Mexican Style and Chilli Cheese flavours at £4.26.
There is also a trio of chicken wings – Sticky Garlic & Italian Cheese, Sticky Hickory Smoked BBQ and Sticky Sriracha Hot Sauce – priced at £3.87 each. All the wings and burgers are part of a 3 for £10 deal.
Children will be able to pick up free fruit in stores
|ASDA
Some 400 products have been introduced ahead of summer
|ASDA
Summer dining gets a Mediterranean twist with an expanded tapas and picnic collection featuring more than 50 hot and cold sharing dishes in a 3 for £7 mix-and-match offer. Highlights include Bravas Chicken at £3.24 and Bolognese Arancini with a melting cheese centre for the same price.
For dessert lovers, a supermarket-first Jaffa Cake Cheesecake is combining two British favourites for £4.92, serving six. The new Exceptional Sicilian Lemon Meringue Ice Cream uses British milk and eggs with Sicilian lemon oil and meringue pieces at £3.29.
Chief customer officer at Asda, Rachel Eyre, said: "We know many customers are making careful choices when they shop and our job is to do even more to support them. These changes offer greater value and choice in areas they shop the most and improve the in-store shopping experience.
"They're about rewarding customers for their loyalty, as well as encouraging those who haven't been to Asda for a while to take a fresh look. We're confident they'll see the difference straight away."
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