Asda is offering special discounts for shoppers in certain jobs in a bid to help with the cost of living crisis.
As inflation in the UK has hit a 30-year high, Asda has decided to take further action to support its customers and colleagues with the rising and highly unaffordable prices.
Shoppers with certain professions are now entitled to a 10 percent discount on a vast range of products in store, ranging from food and soft drinks, George clothing, homeware, toys, gifts and and items from the supermarket's opticians.
Those working for the NHS, emergency services, social services, social care sector or Armed Forces are eligible for the discount, and will simply need to show their Blue Light Card at the till - something that has been providing key workers with discounts in numerous shops since 2008.
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In a press release addressing the move, Asda said: "Asda has today confirmed it will waive the qualifying period for its colleague discount as well as reinstating its offer of 10 percent off in stores to Blue Light Card holders.
"Following the announcement on Wednesday that UK inflation is now at nine percent, Asda has taken further action to support its customers and colleagues in managing their household costs by offering extended discounts."
The supermarket also announced that in a further move to support its colleagues, it has also removed the 12-week qualifying period for Colleague Discount in stores and online until October 2022, meaning new recruits will be able save 10 percent on their shopping with the supermarket from their first day of employment.
"Asda recruits around 2000 new starters each month and with no cap on how much colleagues can spend using their discount card, the benefit is worth around £400 per year to colleagues.
"The move comes as further support for Asda colleagues after the supermarket announced shop floor colleague pay would increase to £10.10per hour in July – as well as an annual bonus opportunity."
Hayley Tatum, Asda’s Chief People and Corporate Affairs Officer said: "Family budgets are under huge pressure right now – with our Income Tracker showing household incomes down by £16 per week in March and set to fall further.
"Bringing back the Blue Light discount and removing the qualifying period for our own colleague discount are additional ways we can support our customers and colleagues, alongside our ongoing efforts to reduce prices and invest in our colleague pay."
The cost of living crisis has proved to be crippling for millions in the UK, with even Martin Lewis – the Money Saving Expert himself – having said there is 'virtually nothing' he can do to help people anymore.
Prices are rising at such an exponentially faster rate to wages at the minute that the Bank of England believes inflation could hit double digits this year.
Emily Puckering