Supermarket giant Asda has cut the price of fuel by an average of 4ppl at all 321 of its forecourts, while also introducing maximum prices for petrol and diesel.
The pricing policy sees unleaded capped at 159.7p and diesel at 189.7p – though Asda Express sites, which are separate from the firm’s supermarkets, are excluded from the new measures.
Asda estimates drivers will save an average of £2.20 on a typical fill-up, and the move follows the appointment of new chief executive, David Potts, who took the helm at the company on 3 November, having headed up rival Morrisons from 2015 to 2023.
Expectations are high that Potts will be able to boost Asda’s fortunes, with the new boss already pledging more manned checkouts at Asda stores. The firm, which is majority owned by UK private equity firm TDR Capital, with EG Group’s Mohsin Issa maintaining a 22.5% stake, lost almost £1bn last year, while it was the only major supermarket chain to see its sales fall in the 12 weeks to 1 November 2026 compared to the same period last year according to Worldpanel data.
Potts comments: “When we get the fundamentals right, customers notice. Earlier this week, I set out a renewed focus on making the shopping trip better for our customers, and that means getting it right at the pumps too.
“With Christmas upon us, 4p off every litre helps families where they’re feeling it most, alongside the value we are offering across our food and clothing range online and in store.”
