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ASDA Named Britain's Lowest Price Supermarket at the Grocer Awards for 15th Year Running

  • No other supermarket has ever won the award
  • Asda obliterates the competition with lowest prices and improving quality
  • Double victory as Asda wins award for Britain's Favourite Supermarket

Asda has been crowned Britain's Lowest Priced Supermarket at The Grocer Gold Awards – the Oscars of the food and drink industry – for the 15th year running.
The retailer was also named Britain's Favourite Supermarket for the second year in a row.

The title of Britain's Lowest Priced Supermarket is based on a survey carried out by The Grocer every week comparing the prices of 33 everyday items across all the main supermarkets. It found Asda annihilated pretenders to the crown and was best for price 37 weeks out of 50. Judges said it was a 'record 37 wins for Asda'.

No other supermarket has ever won the highly coveted award, which is based on an independent poll of real shoppers across the UK.

And with Asda's Price Guarantee that promises that Asda will be 10% cheaper than Tesco, Morrisons, Sainsbury's or Waitrose on your comparable grocery shopping or you'll receive a voucher for the difference, no other supermarket comes close to Asda in terms of price or quality.

The award for Britain's Favourite Supermarket was the result of a poll of 5,520 consumers by Nielsen. Retailers were judged on a number of criteria including value for money, range, quality of food, good ethics, shopping experience, promotions, deals and customer service. Tesco had previously held the award since 2005 until Asda first stole their crown in 2011.

Andy Clarke, CEO and President of Asda, commented: "We're really proud to win the Lowest Price Supermarket title for the 15th year in a row and to be named Britain's Favourite Supermarket.

"Every year our colleagues have to work extremely hard to retain our crown. And it's thanks to their efforts we're able to save our customers so much money.

"We're now committed to driving as hard on quality as we do on price all backed up with our famous 'happy to help' customer service.

"It's a winning combination that's the secret to staying ahead of the market and gaining more customers."

Adam Leyland, Editor of the Grocer comments: "Asda make it look easy. It's anything but. Every year The Grocer 33 ups the stakes - we're tracking 3000 products across the big five retailers now - and Asda has also added smaller stores to its mix with its acquisition of Netto. Yet it's won The Grocer 33 award for the 15th year on the trot. That takes some beating."

For further information please contact the Asda Press Office on T: 0113 8262829 E: leah.watson@asda.co.uk or Victoria.pourzand@asda.co.uk

About Asda Stores Ltd.
Founded in the 1960s, Asda today is one of Britain's leading retailers. It has over 180,000 dedicated Asda colleagues serving customers from 542 stores, including 32 Supercentres, 309 Superstores, 27 Asda Living stores, 174 Supermarkets, 25 depots and seven recycling centres across the UK. It has its main home office in Leeds, Yorkshire and its George clothing division based in Lutterworth, Leicestershire. Asda serves over 18 million shoppers a week in store and its growing home shopping business at www.asda.com serves 98 per cent of UK homes. Asda joined Walmart, the world's number one retailer, in 1999.

About Chosen By You
Chosen by you is an unprecedented re-launch of Asda's entire mid-tier own brand range, consisting of over 7,000 products. The launch follows an intense period of quality benchmarking and independent customer taste testing, which means Asda customers are given the very best in terms of quality and value. Every single one of the products has been tested by real customers - who shop at a variety of supermarkets - up and down the country at 836 locations and only those that get a big thumbs up make it into the range. Asda have already conducted more than 450,000 blind taste tests involving over 75,000 customers, making this the biggest piece of product testing ever done by a supermarket.

About Asda's Price Guarantee
Asda's Price Guarantee (APG), launched in 2011, gives customers the reassurance that a basket of groceries will always be 10 per cent better value than competitors, otherwise Asda will refund the difference. Powered by MySupermarket.co.uk, the APG is the only independent, transparent online grocery price-checker in the world.