Asda has announced it plans to scrap its 5% Blue Light Card discount for emergency workers, NHS staff, teachers and members of the armed forces later this month.
The supermarket giant said it was cutting the benefit so it can shift its focus ‘to provide all customers with value’.
The Blue Light Card scheme was first introduced during the COVID-19 pandemic.
The scheme will officially end on May 31, 2025.
The 5% discount, which applies to fresh food, bakery items, dairy products and fruit juice, was the only one of its kind offered by a major UK supermarket.
It has been in place since 2020 and was most recently integrated into the Asda Rewards app in 2023, removing the need for eligible customers to show their Blue Light Card at checkout.
An Asda spokesperson said: “Our focus now is on providing all our customers with outstanding value every time they visit our stores or shop with us online.”
The latest moves comes amid the supermarket chain’s attempt to double down on a value-for-all position, with the aim of restoring its competitive edge in a tight market.
Earlier this year, the grocery retailer brough back its Rollback pricing proposition, under returning boss Allan Leighton.
