Money-off vouchers are axed by Asda

ASDA is to scrap its price guarantee scheme that allows customers to claim money- off vouchers if their shopping is cheaper at other supermarkets.

The store announced that it would end the scheme next month but it faces a backlash after consumers took to social media to complain.

Launched in 2010, Asda promised that if its prices were not 10 per cent cheaper than at Tesco, Sainsbury’s, Morrisons and Waitrose, it would refund the difference.

One customer wrote on Twitter: ‘So Asda have decided to close the price guarantee. They apparently asked their customers what they wanted and the answer was “to invest in everyday low prices”. Funny how I don’t know anyone who was asked.’ Another shopper wrote: ‘Thanks for your email about ending the price guarantee. It was the one thing that made me shop at Asda. Time to move to the discounters.’

Martyn James, consumer expert at complaints website Resolver, said: ‘There is no way this is what customers want. Asda has made this decision based on how much it is costing to run the scheme.’

The move comes after Tesco ended its own price-matching initiative in July.

Asda said it did not take the decision to end the money-off voucher scheme, which will run until October 3, lightly.

In a message posted on the company’s website yesterday, chief customer officer Andy Murray said: ‘We love it dearly, but in reality, we know our customers don’t love it enough for us to keep it.’

In April, Sainsbury’s confirmed plans to merge with Asda. The competition watchdog is investigating to see if the deal will mean higher prices for customers.