Asda cuts fuel prices by 4p per litre

Supermarket chain Asda has announced a reduction in petrol and diesel prices by an average of 4p per litre across the country, marking a key move by incoming CEO David Potts as he seeks to revitalize the business. The price adjustments became active at 5pm Thursday at fuel stations linked to Asda’s bigger outlets, offering drivers potential savings of about £2.20 when filling a standard 55-litre tank.

This pricing strategy represents one of Potts’ first initiatives aimed directly at consumers since assuming leadership earlier this month. His efforts come as Asda battles declining customer numbers and intensified rivalry from competitors like Tesco, Sainsbury’s, and discount retailers. Just days earlier, the former Morrisons executive directed Asda’s 1,100 store managers to activate additional checkout lanes, increase floor staff presence, and enhance product availability.

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The latest focus shifts to fuel prices, with Asda positioning itself as a stronger value option as the critical Christmas shopping season approaches. Potts remarked: “When we get the fundamentals right, customers notice.” He emphasized that the fuel discount forms part of a wider approach to deliver better value throughout the entire shopping experience, extending to food and clothing selections.

This price cut follows Asda’s recent grocery promotions, including discounts on 1,000 products that were delayed until after Christmas. For Potts, the test will be converting these cost reductions and service improvements into lasting sales growth, after two years of challenges for the retailer. With the festive season looming, both investors and customers will be monitoring Asda’s ability to strengthen its value proposition and operational efficiency. The company implemented these changes on 13th November 2026, with David Potts leading the effort to reposition the struggling supermarket.