Shoppers are up in arms following a significant alteration to Asda’s rewards scheme. The supermarket giant has announced the removal of Star Products from its Asda Reward app, effective from January 30, 2025.
Star Products had allowed customers to earn 10 per cent cashback on select items, which could be converted into vouchers for future Asda purchases.
A message on the Asda Rewards app stated: “From 30th January 2025, Star Products will no longer be part of Asda Rewards. Don’t worry though, you can continue to earn through our other offers.”
The news was met with disappointment from customers, who shared their dissatisfaction on the Facebook group Extreme Couponing and Bargains UK, reports the Mirror.
One shopper who posted a screenshot of the app message said: “With Asda removing star products there’s no use us shopping there anymore.”
Another customer replied: “We only shopped at Asda if there was something on the star products we wanted.”
A third chimed in with: “Bye bye Asda.”
This change comes hot on the heels of Asda’s decision to axe its price match scheme with Aldi and Lidl, just one year after its introduction. The scheme had guaranteed that certain items would be priced competitively with the budget retailers or even cheaper. Morrisons had followed suit with a similar scheme.
Asda’s moves have left customers feeling frustrated, and it remains to be seen how this change will impact the supermarket’s loyalty and sales.
Asda’s price match initiative with discount rivals Aldi and Lidl has come to a halt, as indicated by a notice on the supermarket’s website stating: “Our Aldi Lidl Price Match has now finished, but don’t worry, we’ve got plenty of special offers across our entire groceries range. Just visit our offers page to find out more.”
A fresh campaign slashing prices is reportedly on the horizon for Asda, both in shops and online within the coming days. It’s understood that the retail giant will tweak its long-standing “That’s Asda Price” tagline and reintroduce the iconic pocket tap gesture that’s been synonymous with their brand since the ’90s.
An Asda spokesperson told The Grocer magazine: “We’re focused on our own great Asda Prices not competitor comparisons. We’ve started 2025 as we mean to go on by cutting prices on thousands of products and there’s much more to come with Rollback.”
This development follows Asda’s announcement of its poorest Christmas performance since 2015, with sales tumbling by 5.8 per cent over the 12-week period ending 29 December, based on insights from Kantar. Last November, Asda disclosed plans for head office redundancies and signalled potential further job losses in 2025.
Conveying the company’s strategic adjustments, an Asda representative went on: “We made changes to our field-based retail team regions to reflect the scale of our business across large stores and convenience. These changes set us up to serve our customers in the best way for 2025 as we deliver Asda Price and other exciting propositions.”
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