Asda is offering some consumers discounts to help them weather the cost of living crisis as inflation puts the biggest squeeze on household budgets.
Key workers in the NHS, emergency services, social services, social care sector and armed forces, can access 10% discount in all Asda’s stores across the UK when they present their Blue Light Card.
It comes as Iceland announced plans to start offering Brits aged 60 and over a 10% discount on their shopping bills every week as warnings over food prices worry the elderly.
Starting from Tuesday 24 May, the deal will be available every Tuesday at all branches of both Iceland and The Food Warehouse, the supermarket's bulk-buying store.
The discount is available in-store only and will apply to all products with with no minimum spend.
Asda is also making changes to its staff discount to offer greater support for employees as inflation soars to a 40-year high of 9% in April.
The supermarket will remove the 12-week qualifying period for colleague discount until October, which means new recruits will benefit from a 10% discount on their shopping from their first day of employment.
Asda chief people and corporate affairs officer Hayley Tatum 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."
Last month, Asda pledged £73m to help UK consumers amid the cost of living crisis.
The grocer said it "dropped and locked" the price of over 100 family favourites until the end of 2022. Popular products included in the measure include fresh fruit and vegetables, fresh meat, tea bags, rice and cheddar cheese.
Watch: How to save money on a low income