Supermarket group Asda, owned by US retailer Wal-Mart, has today launched a price guarantee with the offer to refund shoppers the difference should they find their groceries cheaper elsewhere.
Asda has described the move as ‘the final shot’ in the supermarket price war which has been raging between itself and rivals Tesco, Morrisons and Sainsbury.
In order to carry out the offer, the supermarket has teamed up with website mysupermarket.co.uk to measure its prices.
Customers will now need to enter receipt details into www.asda.com/priceguarantee a day after shopping to find out what the price of their groceries would have cost elsewere. Should the find that they could have paid less elsewhere, Asda will refund the difference through a printable voucher, plus one penny.