Supermarket chain Asda has announced major changes to its product lines, pricing and in-store experience in an attempt to lure back customers who have moved to other stores.

The revamp is designed to reward customers for loyalty and “encourage those who shop elsewhere to choose Asda again,” the supermarket said.

The retailer has launched more than 400 new food and drink lines covering categories including frozen, bakery, produce, fresh meat and food to go. Alongside this, Asda has upgraded two of its most popular lines in fresh produce and frozen food.

The supermarket has brought back dedicated greengrocers, who the chain said will help to ensure the availability and quality of fruit and vegetables as well as help customers select for seasonality of produce. It has also added clearer information on the provenance and quality in this category and introduced a free fruit offering for children across its Superstores.

Its frozen category now has a clearer layout and signage, with more prominence given to best-selling items. It has also significantly expanded its frozen offering, adding more than 230 new products including premium Italian brand Costa Mollica.

Already the UK’s cheapest supermarket on average, Asda has further reduced the price of hundreds of commonly bought items including beef mince, pork sausages, eggs, baby potatoes and baked beans.

“We know many customers are making careful choices when they shop and our job is to do even more to support them,” said Rachel Eyre, chief customer officer at Asda.” ‘These changes offer greater value and choice in areas they shop the most and improve the in-store shopping experience. They’re about rewarding customers for their loyalty, as well as encouraging those who haven’t been to Asda for a while to take a fresh look. We’re confident they’ll see the difference straight away.”

In March, Asda announced it was raising minimum hourly pay above inflation, to £13.10 an hour.

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