Asda Named UK's Cheapest Supermarket for Branded Groceries — Beating Tesco Clubcard and Sainsbury's Nectar

 

In the ongoing battle for the UK's grocery shoppers' wallets, a new Which? analysis has crowned Asda as the cheapest supermarket specifically for branded groceries. This comes as a surprise to many who assume loyalty card deals at bigger players like Tesco and Sainsbury's always win.

Why This Matters for Branded Shoppers

Aldi and Lidl frequently dominate overall cheapest supermarket rankings thanks to their low prices on own-brand and limited-range items. However, they stock fewer big-name branded products (think Heinz, Kellogg's, Coca-Cola, Mr Kipling, etc.). When Which? compared a large basket focused on popular branded items, Asda came out on top for the second consecutive month.

In the latest March data:

• Asda basket of branded goods: £813.16 (prices available to everyone, no loyalty card required).
• This was 1% cheaper than Tesco with Clubcard prices.
• 4% cheaper than Sainsbury's with Nectar prices.

Morrisons came in higher (around 6% more expensive than Asda), while shopping without loyalty cards made Tesco and Sainsbury's even pricier — sometimes more expensive than Waitrose for non-members.

The Full Picture from Which? Comparisons

Which? regularly tracks prices across major UK supermarkets using consistent shopping lists:

• For mixed/overall baskets (including own-brand): Aldi usually wins by a clear margin, followed closely by Lidl. Asda typically places in the middle of the big four.
• For branded-heavy baskets (larger lists of 200+ popular named products): Asda stands out because it offers competitive pricing on national brands without forcing you to join a loyalty scheme.

This distinction is important if your weekly shop includes lots of specific branded favourites rather than switching to supermarket own-label alternatives.

Should You Switch to Asda for Branded Goods?

Pros of shopping at Asda for brands:

• No need for a loyalty card — the low prices are available to all customers.
• Strong range of popular branded products at lower average prices than Tesco Clubcard or Sainsbury's Nectar in recent months.
• Often convenient locations and good online delivery options.

Things to consider:

• Aldi or Lidl may still save you more money if you're happy to buy their own-brand versions of staples (milk, bread, pasta, etc.).
• Prices can vary by location and over time — always check your local store or use price comparison apps.
• Loyalty schemes at Tesco and Sainsbury's can still deliver excellent value on specific deals or fuel points.

Tip: Many savvy shoppers mix it up — Aldi/Lidl for basics + Asda for specific branded items they won't compromise on.

How to Save Even More on Your Grocery Bill

1. Compare your regular branded shopping list across apps (Asda, Tesco, Sainsbury's).
2. Check for multi-buy deals and yellow-sticker reductions.
3. Consider own-brand swaps where quality is comparable.
4. Use cashback or reward apps on top of in-store prices.

As grocery costs remain a big concern for UK households, these Which? reports help highlight where your money goes furthest depending on whether you prioritise overall cheapest or branded choice.

Have you noticed Asda being cheaper for your favourite brands lately? Drop your experiences in the comments.