Customers who have Asda Rewards have been told by the supermarket that the scheme has changed, and they can no longer earn Asda Pounds on its star products.
From today, customers can no longer earn 10% of the price on Star Products back into their Cashpot.
The decision follows the UK supermarket ditching its promise to match prices at rival supermarkets Aldi and Lidl.
A message on the price match page on the Asda website says that “our Aldi Lidl Price Match has now finished”.
Removing the Star Products rewards feature from the Asda app has left some customers wanting to shop elsewhere.
Some shoppers who spoke to The Sun were upset with the change.
One commented: “It looks like me shopping somewhere else then.”
Another said: “Oh well, back to Tesco then where (we) will get Clubcard points.”
But others have either welcomed the shake-up or aren’t too bothered by the change.
Other shoppers said they were impressed with Asda’s revived Rollback scheme, which was unveiled by Allan Leighton, Asda’s chief executive, this week.
The Grocer reported that when Asda launched the price match scheme in January last year, it was seen as pivotal to the supermarket’s strategy.
Asda was the first supermarket to price match both Aldi and Lidl; although Tesco and Sainsbury’s had already promised to match Aldi.
Instead, Asda brought back its Rollback campaign through an advertising campaign fronted by personal trainer Joe Wicks.
Asda bosses said the new campaign was a far more significant investment in long-term price reduction than the Big Jan Price Drop, which launched earlier this month and was then mocked by Tesco’s CEO Ken Murphy.
Asda’s Rewards scheme will still operate and customers can download an app on to any iPhone or Android.
Customers can get Asda Pounds, which work like points and are added to a Cashpot, which can be used to buy vouchers.
Shoppers can choose to set up Missions – specific tasks such as a spring clean where they spending a minimum amount on certain Cleaning products or by buying branded products.
