Asda is set to end its Blue Light Card discount partnership, leaving millions of emergency service workers and teachers without access to special discounts.
The supermarket giant has announced that the scheme will cease completely on May 27, 2025 in a blow to millions of shoppers across the country.
From May 13, Blue Light Card members will no longer be able to link their current membership to their Asda Rewards accounts.
The move affects firefighters, ambulance drivers, teachers and other emergency service workers who have previously enjoyed exclusive discounts through the partnership.
Asda is axing one of its popular loyalty schemes
ASDAAsda quietly posted the update online, confirming the end of the partnership.
In a statement, the supermarket giant explained: "Asda's partnership with Blue Light Card is coming to an end on May 27 2025."
"From May 13 2025 11am, Blue Light Card members will no longer be able to link their Blue Light Card Membership to their Asda Rewards Account."
The company added that existing linked accounts would continue receiving exclusive member offers until the final cut-off date.
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Shoppers are being alerted to the changes
PA"Any accounts linked before this date will continue to receive the exclusive member offer as detailed in the Terms & Conditions until May 27 2025 23:59, at which point the offer will be removed," Asda confirmed.
The decision has prompted strong criticism from Asda shoppers on social media with many concerned about the cost of living.
One customer commented: "Asda really aren't selling themselves anymore with their rewards scheme."
Another expressed disappointment, posting: "In other words thanks for all you do but we don't give a damn about it anymore it's is happening a lot lately."
"Not worth shopping there recently, rewards went really down hill," another shopper remarked. Some customers are even considering switching supermarkets altogether.
"Might be time to change supermarkets! The rewards have gone significantly downhill over the last two years," one disgruntled shopper threatened.
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PAThis is not the first time Asda has reduced benefits for Blue Light Card holders.
Last April, the supermarket cut the rewards offered to emergency service workers and teachers.
Asda confirmed that Blue Light Card holders would only receive five per cent instead of 10 per cent off fresh food items.
The reduction applied to meat, fish, fruit, vegetables, fresh fruit juice, smoothies, dairy and bakery products.
