Editing Asda (section)

==History==
===Early years===
The Asquith family were [[butcher]]s based in [[Knottingley]], West Yorkshire. In the 1920s, they expanded their business to seven butchers shops in the area. Their sons, Peter and Fred, later became founding members of Asda.<ref name=asquith>{{cite news|url=https://www.yorkshirepost.co.uk/news/obituaries/peter-asquith-1-2503706|title=Obituary: Peter Asquith|newspaper=Yorkshire Post|date=14 June 2008|access-date=2 May 2019|archive-date=2 May 2019|archive-url=https://web.archive.org/web/20190502180923/https://www.yorkshirepost.co.uk/news/obituaries/peter-asquith-1-2503706|url-status=dead}}</ref>

Around the same time, a group of [[West Riding]] dairy farmers, including the Stockdale family and Craven Dairies, joined under the banner of J. W. Hindell Dairy Farmers Ltd. The company diversified in 1949 to become Associated Dairies and Farm Stores Ltd, with Arthur Stockdale as the managing director.<ref name=noel>{{cite web|url=https://www.telegraph.co.uk/news/obituaries/1453806/Sir-Noel-Stockdale.html | url-access = subscription|title=Obituary: Sir Noel Stockdale|date=9 February 2004|work=The Telegraph|access-date=2 May 2019|archive-date=18 October 2023|archive-url=https://web.archive.org/web/20231018161122/https://www.telegraph.co.uk/news/obituaries/1453806/Sir-Noel-Stockdale.html|url-status=live}}</ref>

===1960s and 1970s===
In 1963, the Asquith brothers converted an old cinema, the Queens in [[Castleford]], into a self-service supermarket. Another followed in the old indoor market at [[Edlington]]. Both stores traded under the name of 'Queens'. Their next store was a purpose-built supermarket in [[South Elmsall]], a town in which Asda has a distribution centre to this day.<ref name=asquith/>

In 1965, the Asquith brothers approached Associated Dairies to run the butchery departments within their small store chain. A merger was proposed and the Asquiths' business was joined with [[Noel Stockdale]]'s to form a new company, Asda ('''As'''quith + '''Da'''iries) (capitalised from 1985).<ref name=noel/>

By 1967, the company had set up a store in [[Billingham]], [[County Durham]]. By 1969, Noel Stockdale bought out the Asquith brothers' stake and became chairman of the company.<ref name=noel/>

Asda took advantage of the abolition of [[retail price maintenance]] to offer large-scale, low-cost supermarkets. This was aided by the decision to acquire three struggling US-owned branches in the mid-1960s of the [[G. E. M. Membership Department Stores|GEM]] retail group. The Government Exchange Mart stores in [[Preston, Lancashire]], [[Cross Gates, Leeds]] and [[West Bridgford]], [[Nottinghamshire]], had accumulated losses of £320,000 and offered to sell the stores for 20% of whatever Asda could recoup as losses from the [[Inland Revenue]]. They received the whole amount back. The rent was only 10 shillings (50p) per square foot on a 20-year lease, with no rent reviews, Asda increased GEM's £6,000 per week sales to around £60,000 per week in just six months with the new stores named as Asda.<ref name="outoftown">{{cite news |last=Kelly |first=Jon |url=https://www.bbc.co.uk/news/magazine-23900465 |title=How first out-of-town superstore changed the UK |work=BBC News |publisher=BBC |date=3 September 2013 |access-date=3 September 2013 |archive-date=4 September 2013 |archive-url=https://web.archive.org/web/20130904233113/http://www.bbc.co.uk/news/magazine-23900465 |url-status=live }}</ref><ref>{{cite web|url=http://your.asda.com/about-asda/the-history-of-asda |title=Asda through the years |access-date=24 April 2015 |url-status=dead |archive-url=https://web.archive.org/web/20150422102646/http://your.asda.com/about-asda/the-history-of-asda |archive-date=22 April 2015 }}</ref>

During the 1970s, with over 30 stores in the north of England, Asda began expanding south, with the opening of new stores in the [[Estover]] area of [[Plymouth]], [[Devon]] and [[Gosport]], [[Hampshire]] in 1977.<ref>{{cite web|url=https://christchurchgosport.co.uk/wp-content/uploads/2012/10/christ_church_history.pdf|title=Christ Church, Gosport: A history|page=22|year=2009|access-date=2 May 2019|archive-date=2 May 2019|archive-url=https://web.archive.org/web/20190502183737/https://christchurchgosport.co.uk/wp-content/uploads/2012/10/christ_church_history.pdf|url-status=dead}}</ref> In 1978, Asda acquired [[Allied Carpets]].<ref>{{cite web|url=https://www.theguardian.com/business/1999/aug/29/highstreetretailers.observerbusiness|title=Trapped in a shag pile time warp|date=29 August 1999|work=The Guardian|access-date=2 May 2019|archive-date=2 May 2019|archive-url=https://web.archive.org/web/20190502185235/https://www.theguardian.com/business/1999/aug/29/highstreetretailers.observerbusiness|url-status=live}}</ref>

In 1982, the first [[London]] store opened in [[Park Royal]], near [[Ealing]]. The [[Isle of Dogs]] and [[Charlton, London]] stores followed on rapidly thereafter.<ref>{{cite web | url=https://charltonchampion.co.uk/2016/02/18/goodbye-asda-hello-housing-new-greenwich-council-consultation-offers-clues-to-charlton-riverside-plans/ | title=Goodbye Asda, hello housing? New Greenwich Council consultation offers clues to Charlton Riverside plans | date=18 February 2016 | publisher=Charlton Champion | access-date=2 May 2019 | archive-date=2 May 2019 | archive-url=https://web.archive.org/web/20190502190425/https://charltonchampion.co.uk/2016/02/18/goodbye-asda-hello-housing-new-greenwich-council-consultation-offers-clues-to-charlton-riverside-plans/ | url-status=live }}</ref>

===1980s and 1990s===
In 1984, managing director, John Hardman, made attempts to halt Asda's decline, which included the introduction of Asda branded products.<ref>{{cite web|title=Hardman's race to catch up Asda's rivals|work=[[The Herald (Glasgow)|The Herald]]|url=https://www.heraldscotland.com/news/11922353.hardmans-race-to-catch-up-asdas-rivals-goes-on-apace/|date=11 July 1989|access-date=2 May 2019|archive-date=2 May 2019|archive-url=https://web.archive.org/web/20190502190125/https://www.heraldscotland.com/news/11922353.hardmans-race-to-catch-up-asdas-rivals-goes-on-apace/|url-status=live}}</ref> In 1985, Asda merged with MFI (Mullard Furniture Industries) and the group was renamed Asda-MFI Group plc.<ref>{{cite web| url=https://www.telegraph.co.uk/finance/4649684/40-years-of-MFI.html |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/finance/4649684/40-years-of-MFI.html |archive-date=12 January 2022 |url-access=subscription |url-status=live |title=40 years of MFI| date=22 September 2006|work=[[The Daily Telegraph]] |access-date=2 May 2019}}{{cbignore}}</ref>

Asda established its headquarters at "Asda House". The site was officially opened in 1988 by the then [[Prime Minister of the United Kingdom|Prime Minister]], [[Margaret Thatcher]].<ref>{{cite web |url=https://www.margaretthatcher.org/document/107408 |title=Remarks visiting ASDA HQ ("we can make the best things in Britain") |publisher=[[Margaret Thatcher]] |date=7 December 1988 |access-date=2 May 2019 |archive-date=2 May 2019 |archive-url=https://web.archive.org/web/20190502192004/https://www.margaretthatcher.org/document/107408 |url-status=live }}</ref>

By the end of the 1990s, the 'Asdale'-named clothing range was replaced by the clothing ranges from the newly formed [[George Davies (retailer)|George Davies]] partnership with Asda.<ref>{{cite web | url=https://www.campaignlive.co.uk/article/george-surprises-asda-departure/12239 | title=George surprises Asda with departure | date=10 November 2000 | work=[[Campaign (magazine)|Campaign]] | access-date=2 May 2019 | archive-date=29 July 2022 | archive-url=https://web.archive.org/web/20220729172325/https://www.campaignlive.co.uk/article/george-surprises-asda-departure/12239 | url-status=live }}</ref>

====Near bankruptcy and merger prospects====
With stores mainly based in the [[North of England]], the newly focused food retail group expanded further south in 1989 by purchasing the large format stores of rival Gateway Superstores for £705&nbsp;million. This significantly increased Asda's total selling area, but the company had borrowed heavily in order to fund the purchase – city estimates suggested that Asda had overpaid by around £300&nbsp;million for 61 of the largest Gateway stores, two undeveloped store sites and a distribution centre. That was far above the net book value of the locations, some of which were poorly sited. (Asda has subsequently relocated or rebuilt more than 30 of the original Gateway stores since the late 1990s.) The move left the company overstretched as a result, and by 1991, it found itself in serious financial trouble with over £1&nbsp;billion of debt; compounding the situation further was a declining customer base, which was mainly caused by Asda's focus on moving upmarket resulting in prices rising to levels significantly higher than competitors.<ref>{{cite news | url=https://www.managementtoday.co.uk/uk-asdas-open-plan/article/410110 | title=UK: ASDA'S OPEN PLAN | first=Anita | last=van de Vliet | work=[[Management Today]] | url-access=subscription | access-date=19 February 2021 | archive-date=7 March 2021 | archive-url=https://web.archive.org/web/20210307063109/https://www.managementtoday.co.uk/uk-asdas-open-plan/article/410110 | url-status=live }}</ref>

Eventually, a combination of flagging profits, a tremendous debt and a loss of customers left Asda in such an egregious financial situation that they came very close to breaching their banking covenants; at one point, they almost entered [[Administration in United Kingdom law|administration]]. The company's first response was to change its management; chairman John Hardman was ousted in June 1991 and was replaced by Patrick Gillam, and [[Archie Norman (businessman)|Archie Norman]] was appointed chief executive in October. Asda then completed a rights issue in November 1991 that raised £357&nbsp;million and cut the company's debts to £668&nbsp;million. In May 1992, Asda reduced their prices back to their traditional level (5–7% below competitors) and announced that they would eliminate over 500 management positions. Underperforming stores were initially converted to a new discount format called "Dales"<ref>{{cite web |url=https://ui.assets-asda.com/dm/asdagroceries/6.14a,%20New%20Dales%20Format,%201992?wid=1432&fmt=webp-alpha&qlt=60&cacheBust=2024-06-01 |title=New Dales Format |access-date=1 June 2024 |archive-date=5 June 2024 |archive-url=https://web.archive.org/web/20240605171546/https://ui.assets-asda.com/dm/asdagroceries/6.14a,%20New%20Dales%20Format,%201992?wid=1432&fmt=webp-alpha&qlt=60&cacheBust=2024-06-01 |url-status=live }}</ref><ref>{{cite web |url=https://www.independent.co.uk/news/business/asda-rights-wins-city-s-approval-1481474.html#:~:text=Conversion%20of%20four%20underperforming%20Asda%20stores%20into%20the%20Dales%20discount%20format%20had%20boosted%20sales%20by%2050%20per%20cent%20and%20increased%20customers%20by%2025%20per%20cent |title=Asda rights wins City's approval |date=29 January 1993 |work=[[The Independent]] |access-date=1 June 2024 |archive-date=1 June 2024 |archive-url=https://web.archive.org/web/20240601153028/https://www.independent.co.uk/news/business/asda-rights-wins-city-s-approval-1481474.html#:~:text=Conversion%20of%20four%20underperforming%20Asda%20stores%20into%20the%20Dales%20discount%20format%20had%20boosted%20sales%20by%2050%20per%20cent%20and%20increased%20customers%20by%2025%20per%20cent |url-status=live }}</ref> but this had been ended by 1998. In 1993, Asda completed a second rights issue that raised a further £347&nbsp;million<ref>{{cite web |url=https://www.independent.co.uk/news/business/asda-rights-wins-city-s-approval-1481474.html |title=Asda rights wins City's approval |date=29 January 1993 |work=[[The Independent]] |access-date=1 June 2024 |archive-date=1 June 2024 |archive-url=https://web.archive.org/web/20240601153028/https://www.independent.co.uk/news/business/asda-rights-wins-city-s-approval-1481474.html |url-status=live }}</ref> and began selling off some of its assets; some stores were sold to competitors, and the [[Allied Carpets]] chain was sold to Carpetland.<ref>{{cite web |url=https://www.independent.co.uk/news/business/asda-passes-allied-to-carpetland-supermarket-group-pays-more-than-pounds-18m-to-be-rid-of-carpet-stores-maples-sale-close-1465249.html |title=Asda passes Allied to Carpetland: Supermarket group pays more than pounds 18m to be rid of carpet stores Maples sale close |date=4 December 1993 |work=[[The Independent]]}}</ref> By 1995, the company had returned to profitability and had virtually wiped out its debt – this is cited as one of the most successful turnarounds in British retail history.<ref>{{cite web |title=Asda Group Plc |url=https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/asda-group-plc |website=Encyclopedia.com |access-date=16 June 2020 |archive-date=16 June 2020 |archive-url=https://web.archive.org/web/20200616203322/https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/asda-group-plc |url-status=live }}</ref>

Norman succeeded Gillam as chairman upon the latter's retirement in 1996, appointing then-deputy [[Allan Leighton]] as chief executive, and began to remodel Asda's stores along the lines of [[Walmart]], the world's largest retailer.<ref>{{cite web|url=http://www.deloitte.com/dtt/press_release/0,1014,cid%253D196099,00.html|title=Global powers of retail report – wal mart remains world's largest global retailer|website=Deloitte & Touche|access-date=7 October 2008}}{{Dead link|date=January 2014}}</ref> Leighton travelled to [[Bentonville, Arkansas]], to assess and photograph the systems and marketing deployed by Walmart.<ref>{{cite web |url=https://www.managementtoday.co.uk/mt-interview-allan-leighton/article/492063 |archive-url=https://web.archive.org/web/20081205095240/http://www.managementtoday.co.uk/search/article/492390/mt-interview-allan-leighton/ |url-status=live |archive-date=5 December 2008 |title=The MT interview: Allan Leighton | first=Chris |last=Blackhurst | website=[[Management Today]] |date=25 August 2005 | url-access=subscription}}</ref> In 1998, following the Walmart model, Asda began opening larger 'Hypermarket' (later 'Supercentre') stores as well as introducing pharmacies and cafes to its stores. At the same time, merger discussions were taking place between Asda and other retailers such as [[Safeway (UK)|Safeway]] and [[Kingfisher plc]]; both collapsed without an agreement being reached, but in 1999, a second round of discussions with Kingfisher later reached an agreement for a £5.4&nbsp;billion merger that would have both created the United Kingdom's largest multi-category retailer and enabled Asda to begin operating stores throughout Europe.<ref>{{cite web |url=https://www.campaignlive.co.uk/article/asda-kingfisher-multi-billion-pound-merger/42283 |title=Asda and Kingfisher in multi-billion pound merger |date=16 April 1999 |work=[[Campaign (magazine)|Campaign Live]] |access-date=2 October 2020 |archive-date=7 April 2023 |archive-url=https://web.archive.org/web/20230407220823/https://www.campaignlive.co.uk/article/asda-kingfisher-multi-billion-pound-merger/42283 |url-status=live }}</ref>

===2000s and 2010s: Walmart years===
[[File:Interior of Asda, Merseyside in 2003 1.jpg|thumb|Interior of an Asda supermarket in 2003]]
A merger deal was abandoned when Walmart outbid Kingfisher to purchase Asda for £6.7&nbsp;billion, which was completed on 26 July 1999<ref>{{cite news | url=http://news.bbc.co.uk/1/hi/business/368430.stm | work=BBC News | title=Wal-Mart bids for Asda | date=14 June 1999 | access-date=3 September 2013 | archive-date=8 March 2012 | archive-url=https://web.archive.org/web/20120308053412/http://news.bbc.co.uk/1/hi/business/368430.stm | url-status=live }}</ref> in a move that was initially speculated by British media outlets as a potential [[corporate raid]].<ref>{{cite news |title=Wal-Mart says 'no' to UK |url=http://news.bbc.co.uk/2/hi/business/331072.stm |work=[[BBC News]] |date=29 April 1999 |access-date=19 February 2021 |archive-date=14 August 2020 |archive-url=https://web.archive.org/web/20200814045940/http://news.bbc.co.uk/2/hi/business/331072.stm |url-status=live }}</ref> Shortly after the takeover, Norman resigned as chairman and left the company to pursue his political career; he was succeeded as chairman by Leighton. As Walmart were keen on entering the British market,<ref>{{cite news |title=The secret of Wal-Mart's success |url=http://news.bbc.co.uk/2/hi/business/325922.stm |work=[[BBC News]] |date=14 June 1999 |access-date=19 February 2021 |archive-date=14 August 2020 |archive-url=https://web.archive.org/web/20200814061935/http://news.bbc.co.uk/2/hi/business/325922.stm |url-status=live }}</ref> Bob Martin, Walmart's president of international operations, lobbied [[Prime Minister of the United Kingdom|Prime Minister]] [[Tony Blair]] on planning issues.<ref>{{cite news | url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/2783372/Wal-Mart-did-lobby-Blair-over-Asda.html | url-access = subscription |title=Wal-Mart did lobby Blair over Asda |work=[[The Daily Telegraph]] | date=28 January 2008| access-date=9 October 2008| location=London| first1=Christopher| last1=Hope| first2=James| last2=Hall| archive-url= https://web.archive.org/web/20081009042425/http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/2783372/Wal-Mart-did-lobby-Blair-over-Asda.html| archive-date= 9 October 2008 | url-status= live}}</ref>

In 2005, amid reported concerns within Walmart about a slippage in market share, partially due to a resurgent [[Sainsbury's]], Asda's chief executive, [[Tony De Nunzio]] left, and was replaced by [[Andrew James Bond|Andy Bond]]. In 2005, Asda expanded into Northern Ireland by purchasing 12 former [[Safeway Stores (Ireland)|Safeway stores]] from [[Morrisons]].<ref>{{cite news |url=https://www.4ni.co.uk/northern-ireland-news/41262/asda-acquires-12-ni-safeway-stores |title=Asda acquires 12 NI Safeway stores |website=Northern Ireland News |date=6 June 2005 |access-date=19 February 2021 |archive-date=31 July 2020 |archive-url=https://web.archive.org/web/20200731110830/https://www.4ni.co.uk/northern-ireland-news/41262/asda-acquires-12-ni-safeway-stores |url-status=live }}</ref><ref>{{cite news |url=https://www.businesspost.ie/legacy/asda-eyes-up-the-republic-c1e03c31 |title=Asda eyes up the Republic | first=Ian | last=Kehoe | work=[[Business Post]] | date=11 June 2005
|archive-url=https://web.archive.org/web/20090418152940/http://archives.tcm.ie/businesspost/2005/06/12/story5576.asp |archive-date=18 April 2009}}</ref>

In December 2007, Asda, [[Sainsbury's]] and various other retailers and dairy firms admitted to the [[price fixing]] of [[dairy product]]s between 2002 and 2003.<ref name="milk">{{cite news |url=http://news.bbc.co.uk/1/hi/business/7132108.stm |title=Supermarkets admit milk price fix |work=BBC News |date=7 December 2007 |access-date=3 September 2013 |archive-date=19 February 2021 |archive-url=https://web.archive.org/web/20210219132157/http://news.bbc.co.uk/1/hi/business/7132108.stm |url-status=live }}</ref> The price operation was calculated to have cost consumers around £270&nbsp;million.<ref>{{cite web |title=Dairy Price Fixing Firms Fined Millions|url=http://news.sky.com/skynews/Home/Business/Asda-and-Sainsburys-Fined-Over-Dairy-Price-Fixing/Article/20071211296071?lid=ARTICLE_1296071_Asda%20and%20Sainsbury's%20Fined%20Over%20Dairy%20Price%20Fixing&lpos=Business_0|date=7 December 2007|work=Sky News|access-date=3 September 2013}}</ref> Asda commented, "Everyone at Asda regrets what happened, particularly as we are passionate about lowering prices. Our intention was to provide more money for dairy farmers, who were under severe financial pressure at the time."<ref>{{cite news |last=Thompson |first=James |url=http://news.bbc.co.uk/1/hi/business/7132108.stm |title=Supermarkets admit milk price fix |work=BBC News |date=7 December 2007 |access-date=8 October 2014 |archive-date=19 February 2021 |archive-url=https://web.archive.org/web/20210219132157/http://news.bbc.co.uk/1/hi/business/7132108.stm |url-status=live }}</ref> In total, Asda was fined £18.21&nbsp;million by the Office of Fair Trading for its part in the [[cartel]].<ref>{{cite web|url=http://www.oft.gov.uk/news-and-updates/press/2011/89-11 |title=OFT fines certain supermarkets and processors almost £50&nbsp;million in dairy decision – The Office of Fair Trading |publisher=Oft.gov.uk |date=10 August 2011 |access-date=3 September 2013 |url-status=dead |archive-url=https://web.archive.org/web/20130819154929/http://oft.gov.uk/news-and-updates/press/2011/89-11 |archive-date=19 August 2013 }}</ref>
[[File:Holtparkasdaleedsreload.jpg|thumb|A smaller, older Asda supermarket in [[Holt Park]], [[Leeds]] in 2008.  The store has since been reclad.]]
Asda's [[property development]] arm, Gazeley Limited, was sold to Economic Zones World (EZW), a [[Dubai World]] subsidiary, in June 2008 for in excess of £300&nbsp;million.<ref>{{cite web |url=https://www.propertyweek.com/news/dubai-world-buys-gazeley/3115513.article |title=Dubai World buys Gazeley |first=Jennifer |last=Rigby |website=[[Property Week]] |date=10 June 2008 |access-date=19 February 2021 |archive-date=31 July 2020 |archive-url=https://web.archive.org/web/20200731175624/https://www.propertyweek.com/news/dubai-world-buys-gazeley/3115513.article |url-status=live }}</ref>

In November 2008, there were reports that Asda was to buy Irish retailer [[Dunnes Stores]].<ref>{{cite news | url=https://www.independent.ie/business/dunnes-urged-to-clarify-rumours-of-asda-takeover-26489747.html | title=Dunnes urged to clarify rumours of Asda takeover | work=[[Irish Independent]] | date=4 November 2008 | access-date=19 February 2021 | archive-date=29 July 2022 | archive-url=https://web.archive.org/web/20220729172500/https://www.independent.ie/business/dunnes-urged-to-clarify-rumours-of-asda-takeover-26489747.html | url-status=live }}</ref>

In August 2009, Walmart sold Asda for £6.9&nbsp;billion to its Leeds-based investment subsidiary Corinth Services Limited.<ref>{{cite news |last=Tyler |first=Richard |date=8 November 2009 |title=Wal-Mart 'sells' Asda for £6.9bn in group restructuring |work=[[The Daily Telegraph]] |location=London |url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/6527054/Wal-Mart-sells-Asda-for-6.9bn-in-group-restructuring.html | url-access = subscription |url-status=live |access-date=11 November 2009 |archive-url=https://web.archive.org/web/20091111001953/http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/6527054/Wal-Mart-sells-Asda-for-6.9bn-in-group-restructuring.html |archive-date=11 November 2009}}</ref> The deal was described as part of a "group restructuring" and meant that Asda remained under the control of Walmart.<ref>{{cite web |date=9 November 2009 |title=Asda posts flat profits and is 'sold' in internal Walmart deal |url=http://www.retail-week.com/city/trading-update/asda-posts-flat-profits-and-is-sold-in-internal-walmart-deal/5007872.article |url-status=live |archive-url=https://web.archive.org/web/20091112134131/http://www.retail-week.com/city/trading-update/asda-posts-flat-profits-and-is-sold-in-internal-walmart-deal/5007872.article |archive-date=12 November 2009 |access-date=11 November 2009 |website=Retail Week |publisher=Emap Ltd}}</ref>

===Advertising issues===
In 2009, the ASA challenged whether a press ad which showed a large green arrow bearing down on a smaller yellow arrow with a crumpled tip and "Asda 2955 products cheaper" should set out how the general price claims made in the ads could be verified by consumers. Because it was not possible for consumers or competitors to check the products and prices used in the comparison using mySupermarket.co.uk, and because the ads did not set out how consumers and competitors could check that information for themselves, the ASA concluded that the ads did not satisfy the criterion of verifiability as defined in the 2006 European Court of Justice ruling, and were therefore in breach of the advertising Codes.<ref name=":11" /> The ASA ruled that, due to the significant limitations and qualifications to the basis of the price comparison which were not included in the ad, or in the terms and conditions on Asda's website, the approach taken in making the comparisons was unfair and misleading.<ref name=":11" />

In 2009, the ASA ruled that an advert for a proposed development in [[New Barnet]] was misleading, because it compared the floorspace of the development with the floorspace and additional buildings of a Sainsbury's store and with an unapproved Tesco plan.<ref name=":11" />

In 2010, a national press ad for Asda on a double-page spread was headed "The big Asda Rollback" with headings stating "Lower prices on everything you buy, week in week out" with equal prominence to a column headed "Lower prices than any other supermarket"; that the arrows underneath the heading "Lower prices than any other supermarket" compared prices at Asda with prices at Sainsbury's, Tesco and Morrisons. The ASA ruled that in the context in which it appeared, it was ambiguous in that it could be interpreted either as referring to price reductions that had taken place within Asda or to price comparisons with the named competitors. In addition, because the ad did not explain that the price reductions had not necessarily taken place in the week that immediately preceded the ad, they concluded that the headings which stated the number of price reductions that had taken place in each product category were misleading. The ASA also concluded that the "Lower prices than any other supermarket" claim in the advert was misleading.<ref name=":11">{{cite web|url=http://www.asa.org.uk/Rulings/Adjudications/2010/9/Asda-Stores-Ltd/TF_ADJ_49062.aspx|title=ASA Ruling on ASDA Stores Ltd|access-date=25 July 2015|archive-date=25 July 2015|archive-url=https://web.archive.org/web/20150725071805/https://www.asa.org.uk/Rulings/Adjudications/2010/9/Asda-Stores-Ltd/TF_ADJ_49062.aspx|url-status=live}}</ref> The ASA disagreed, and referred to the claim "Everything is at least half price!" was likely to imply to viewers that all toys were included in the sale. As all toys were not included in the sale, and in the absence of a qualifying statement, the ad was misleading.<ref name=":11" />

A press ad, which appeared on 26 September 2011, was headlined "Only one supermarket is&nbsp;... always 10% cheaper or we'll give you the difference guaranteed". However, at the top of the ad there was a banner that contained the claims "SALE", "Half Price", "Price Drop", "50% off", "1/2 price", "cheap" and that part of the headline claim "... always 10% cheaper" appeared in bold text in the middle of the ad. The ASA considered the banner, together with the headline was likely to be interpreted by consumers as claims that referred to the price of Asda goods. Since consumers could interpret that claim as one which guaranteed to refund the difference, should Asda not be the lowest on price, the ASA considered the presence of the claim "only one supermarket is always 10% cheaper" could create the impression that Asda were always 10% cheaper and would be interpreted as a 'lowest price' claim. The ASA therefore concluded that the advert was misleading. It also noted the footnote explaining the APG contradicted Asda's absolute claim that they were always the lowest on price, and that the disclaimer was also misleading.<ref name=":11" />

The ASA ruled in 2011 that a television advertisement and two national press ads did not give sufficient prominence to the fact that exclusions applied.<ref name=":11" /> Another advertisement from Asda, in which it featured World Cup related products and an Asda price guarantee was misleading as the World Cup related products were exclusive to Asda and not, therefore, available at Morrisons, Tesco or Sainsbury's.<ref name=":11" />

===Expansion===
In April 2010, Asda announced plans to open over 100 new non-food stores as part of an ambitious five-year plan. These plans were mothballed shortly after because of the recession and the reining in of spending by consumers on non-food purchases.<ref name="test">{{cite web |url=https://www.newstatesman.com/politics/2010/04/asda-takes-aim-tesco-new-stores |title=Asda takes aim at Tesco with new stores | work=[[New Statesman]] | date=16 April 2010}}</ref>{{Dead link|date=March 2025}}

On 11 May 2010, [[Andy Clarke (businessman)|Andy Clarke]], the chief operating officer, was appointed as CEO.<ref>{{cite news | url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/7711304/Asda-promotes-Andy-Clarke-to-chief-executive.html | url-access = subscription |title=Asda promotes Andy Clarke to chief executive |work=The Daily Telegraph |location=London |access-date=11 May 2010 | first=James | last=Hall | date=11 May 2010| archive-url= https://web.archive.org/web/20100514082258/http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/7711304/Asda-promotes-Andy-Clarke-to-chief-executive.html| archive-date= 14 May 2010 | url-status= live}}</ref> In the same month Asda bought the original [[Netto UK]] supermarket chain in a £778&nbsp;million deal.<ref>{{cite web|url=https://www.dailypost.co.uk/news/north-wales-news/store-rebrand-brings-new-jobs-2693836|title=Store rebrand brings new jobs to Caernarfon|date=19 April 2013|work=Daily Post|access-date=16 October 2020|archive-date=29 January 2022|archive-url=https://web.archive.org/web/20220129071739/https://www.dailypost.co.uk/news/north-wales-news/store-rebrand-brings-new-jobs-2693836|url-status=live}}</ref>

In February 2011, Asda announced the purchase of six stores from [[Focus DIY]]; five of these were converted into supermarkets later that year.<ref name="retailgazette">{{cite news| url=http://www.retailgazette.co.uk/articles/04434-asda-purchases-six-focus-diy-stores| publisher=retailgazette| date=27 May 2010| title=Asda purchases six Focus DIY stores| access-date=27 May 2010| archive-date=28 February 2011| archive-url=https://web.archive.org/web/20110228042328/http://www.retailgazette.co.uk/articles/04434-asda-purchases-six-focus-diy-stores| url-status=dead}}</ref><ref>{{cite web |url=http://www.everythingaberystwyth.co.uk/strict-planning-regulations-may-scuttle-asda-plans/ |title=Plans To Open Aberystwyth ADSA Dealt Blow By Council |work=Everything Aberystwyth |date=6 July 2011 |access-date=8 February 2019 |archive-date=27 December 2018 |archive-url=https://web.archive.org/web/20181227084826/http://www.everythingaberystwyth.co.uk/strict-planning-regulations-may-scuttle-asda-plans/ |url-status=live }}</ref>

On 16 April 2012, Asda launched their [[Android (operating system)|Android]] grocery shopping app and mobile website for non-grocery items with a plan to fully integrate mobile platforms into stores. The app allowed customers to create shopping lists and scan item barcodes for more information about them.<ref>{{cite web |last=Baker |first=Rosie |date=16 April 2012 |title=Asda expands m-commerce platform|url=https://www.marketingweek.com/asda-expands-m-commerce-platform/ |access-date=4 December 2023 |website=Marketing Week |archive-date=4 December 2023 |archive-url=https://web.archive.org/web/20231204115907/https://www.marketingweek.com/asda-expands-m-commerce-platform/ |url-status=live }}</ref>

In February 2013, DNA tests revealed that [[horsemeat]] was present in meat supplied by many UK suppliers. When Asda's Chosen By You fresh beef [[bolognese sauce]] was the first instance found, Asda said: "We are withdrawing the beef bolognese sauce from our shelves with immediate effect." Asda later stated they shared food shoppers' "anger and outrage".<ref>{{cite news|url=https://www.theguardian.com/uk/2013/feb/14/horsemeat-beef-tests|title=Horsemeat found in 'fresh beef' as tests overwhelm laboratories|work=The Guardian|access-date=15 February 2013|location=London|first1=Damian|last1=Carrington|first2=James|last2=Meikle|first3=Simon|last3=Neville|date=14 February 2013|archive-date=25 July 2015|archive-url=https://web.archive.org/web/20150725105802/http://www.theguardian.com/uk/2013/feb/14/horsemeat-beef-tests|url-status=live}}</ref>

In August 2013, Asda withdrew a "Tranny-saurus Rex" greeting card range from its shelves following complaints that it was offensive to the transgender community.<ref>{{cite web|url=https://www.thedrum.com/news/2013/08/15/tranny-saurus-goes-extinct-asda-pulls-offensive-greeting-cards|title='Tranny-saurus' goes extinct as ASDA pulls offensive greeting cards|access-date=22 July 2024|archive-date=22 July 2024|archive-url=https://web.archive.org/web/20240722143830/https://www.thedrum.com/news/2013/08/15/tranny-saurus-goes-extinct-asda-pulls-offensive-greeting-cards|url-status=live}}</ref><ref>{{cite web|url=https://www.queerty.com/walmart-owned-supermarket-pulls-insensitive-tranny-sauraus-greeting-card-20130813|title=Walmart-Owned Supermarket Pulls Insensitive "Tranny-sauraus" Greeting Card|date=13 August 2013|access-date=22 July 2024|archive-date=22 July 2024|archive-url=https://web.archive.org/web/20240722143830/https://www.queerty.com/walmart-owned-supermarket-pulls-insensitive-tranny-sauraus-greeting-card-20130813|url-status=live}}</ref>

During [[Pride Month]] in June 2020, amidst the background of the [[COVID-19 pandemic|COVID-19 Pandemic]], ASDA said on [[Twitter]] that its temporary LGBT Pride branding, including the use of the [[Rainbow flag (LGBT)|Rainbow Flag]], was adopted in support of the [[National Health Service|NHS]], and not in support of Pride. Asda later released a statement, stating that this previous tweet was an "honest mistake" and reiterated that these were indeed the "colours of the pride flag to show our support for the LGBTQ+ community".<ref>{{cite web |date= |title=ASDA Service Team on X |url=https://x.com/AsdaServiceTeam/status/1268563473400844294 |access-date=23 July 2024 |archive-date=30 July 2024 |archive-url=https://web.archive.org/web/20240730043500/https://x.com/AsdaServiceTeam/status/1268563473400844294 |url-status=live }}</ref> According to the website ''QueerAF'', Asda has been accused several times of [[Homophobia|homophobic]] and [[Transphobia|transphobic]] behaviour, with a notable "history of transphobia from the brand".<ref name=":1">{{cite web |date=27 July 2024 |title=Asda apologises for transphobic card, deadnaming and in-store incident |url=https://www.wearequeeraf.com/asda-apologises-for-transphobic-card-deadnaming-and-in-store-incident/ |access-date=27 July 2024 |website=[[QueerAF]] }}</ref> Asda has stated it supports [[LGBT Pride]] and a diverse workforce.<ref>{{cite web|url=https://www.asdaforbusiness.co.uk/pride-month-supporting-your-lgbtq-employees/|title=Pride Month: supporting your LGBTQ+ employees|date=15 June 2022 |access-date=22 July 2024}}</ref><ref>{{cite web|url=https://www.asda.com/creating-change-for-better/social/great-place-to-work/|title=Equity, Diversity and Inclusivity (EDI)|access-date=22 July 2024|archive-date=20 January 2024|archive-url=https://web.archive.org/web/20240120034110/https://www.asda.com/creating-change-for-better/social/great-place-to-work/|url-status=live}}</ref>

[[File:ASDALogo-2017.svg|thumb|Logo of Asda from 2015]]
In 2015, Asda adopted Walmart's slogan: "Save Money. Live Better". Around the same time they adopted an updated logo, with Walmart's yellow spark surrounding the first letter. The spark was later removed.<ref>{{cite news | url=https://www.marketingweek.com/asda-brings-back-the-pocket-tap-as-it-kicks-of-new-chapter-on-50th-anniversary/ | title=Asda brings back the pocket tap as it kicks off 'new chapter' on 50th anniversary | first=Sarah | last=Vizard | work=[[Marketing Week]] | date=6 July 2015 }}</ref>

In June 2016, it was announced that Andy Clarke, CEO since 2010, would be replaced by [[Sean Clarke]], the head of parent company Walmart's operations in China.<ref>{{cite news|url=https://www.bbc.co.uk/news/business-36515870|title=Asda chief Andy Clarke to be replaced by Sean Clarke|work=BBC News|date=13 June 2016|access-date=20 July 2016|archive-date=8 August 2016|archive-url=https://web.archive.org/web/20160808072549/http://www.bbc.co.uk/news/business-36515870|url-status=live}}</ref><ref>{{cite news |url=https://www.telegraph.co.uk/business/2016/06/13/asda-boss-andy-clarke-bows-out/ |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/business/2016/06/13/asda-boss-andy-clarke-bows-out/ |archive-date=12 January 2022 |url-access=subscription |url-status=live |title=Asda boss Andy Clarke bows out|newspaper=The Telegraph |date=13 June 2016 |access-date=20 July 2016|last1=Armstrong |first1=Ashley }}{{cbignore}}</ref><ref>{{cite web|url=https://www.standard.co.uk/business/asda-brings-in-walmart-boss-sean-clarke-to-take-over-as-chief-executive-a3270101.html|title=Asda brings in Walmart boss to take over as chief executive|date=13 June 2016|access-date=20 July 2016|archive-date=21 July 2016|archive-url=https://web.archive.org/web/20160721022338/http://www.standard.co.uk/business/asda-brings-in-walmart-boss-sean-clarke-to-take-over-as-chief-executive-a3270101.html|url-status=live}}</ref>

In October 2017, Asda announced that the current CEO, Sean Clarke would be replaced by [[Roger Burnley]], the deputy CEO, from 1 January 2018, and the sixth CEO since 2000.<ref name=sky-20171030>{{cite news |url=https://news.sky.com/story/asda-gets-another-new-general-for-market-share-battle-with-rivals-11105930 |title=Asda gets (another) new boss for market share battle with rivals |last=King |first=Ian |publisher=Sky News |date=30 October 2017 |access-date=30 October 2017 |archive-date=30 October 2017 |archive-url=https://web.archive.org/web/20171030180647/http://news.sky.com/story/asda-gets-another-new-general-for-market-share-battle-with-rivals-11105930 |url-status=live }}</ref><ref name=bl-20171030>{{cite news |url=https://www.bloomberg.com/gadfly/articles/2017-10-30/wal-mart-s-u-k-ceo-swap-can-t-cure-a-sales-struggle |title=Wal-Mart's U.K. CEO Swap Can't Cure a Sales Struggle |last=Felsted |first=Andrea |publisher=Bloomberg L.P. |date=30 October 2017 |access-date=30 October 2017 |archive-date=30 October 2017 |archive-url=https://web.archive.org/web/20171030191659/https://www.bloomberg.com/gadfly/articles/2017-10-30/wal-mart-s-u-k-ceo-swap-can-t-cure-a-sales-struggle |url-status=live }}</ref>

In November 2017, Asda recruited Jesús Lorente, from French hypermarket retailer [[Carrefour]]. He became CMO (Chief Merchandising Officer), in January 2018, and was put in charge of the fresh food and general merchandise offer within all stores. After reportedly clashing with Roger Burnley and only six months in his post, Lorente left Asda at the end of July 2018. His role was divided up between Burnley and Anthony Hemmerdinger.<ref name="TheGrocer">{{cite web|url=https://www.thegrocer.co.uk/movers/lorente-to-leave-asda-after-six-months-as-merchandising-head/569953.article|title=Jesús Lorente to leave Asda after six months as chief merchandising officer|last=Quinn|first=Ian|publisher=The Grocer|access-date=30 March 2019|archive-date=30 March 2019|archive-url=https://web.archive.org/web/20190330092547/https://www.thegrocer.co.uk/movers/lorente-to-leave-asda-after-six-months-as-merchandising-head/569953.article|url-status=live}}</ref>

====Abandoned merger with Sainsbury's====
In April 2018, Sainsbury's and Walmart announced negotiations about a possible merger of Sainsbury's and Asda, creating the largest supermarket chain in the UK.<ref>{{cite news|last=Tovey|first= Alan |url=https://www.telegraph.co.uk/business/2018/04/28/sainsburys-mulls-asda-tie-up-create-supermarket-giant/ |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/business/2018/04/28/sainsburys-mulls-asda-tie-up-create-supermarket-giant/ |archive-date=12 January 2022 |url-access=subscription |url-status=live |title=Sainsbury's in 'advanced' discussions over £10bn-plus merger with Asda to create supermarket giant |work=The Daily Telegraph |date=28 April 2018 |access-date=8 February 2019}}{{cbignore}}</ref> Under the plans, Walmart would own 42% of the combined business,<ref>{{cite web | title=Mike Coupe on creating a dynamic new player in UK retail | via=[[YouTube]] | url=https://m.youtube.com/watch?t=10s&v=tHvvH0E7hdM | date=30 April 2018 | access-date=1 May 2018 | archive-date=7 October 2024 | archive-url=https://web.archive.org/web/20241007152731/https://m.youtube.com/watch?t=10s&v=tHvvH0E7hdM | url-status=live }}</ref> which would be led by the existing chief executive of Sainsbury's, Mike Coupe. The group would also open branches of [[Argos (retailer)|Argos]] within Asda stores. The merger underwent intense scrutiny by a cross-party group of MPs, chairing select committees for the proposed merger, along with the Competition and Markets Authority, investigating the impact of how the deal could negatively affect the retail industry by a possible reduction of consumer choice for shoppers resulting in price rises, and of how suppliers, especially smaller, family-owned companies could be squeezed by the combined group. The CMA were inundated with complaints by suppliers and other major retailers of the damage they felt would be inflicted upon them if the deal was approved.<ref>{{cite news|title=Sainsbury's vows Asda deal will cut prices|url=https://www.bbc.co.uk/news/business-43945254|access-date=30 April 2018|work=BBC News|date=30 April 2018|archive-date=30 April 2018|archive-url=https://web.archive.org/web/20180430063952/http://www.bbc.co.uk/news/business-43945254|url-status=live}}</ref> On 25 April 2019 the CMA blocked the proposed merger, suggesting that it would increase prices for consumers and make competition unfair for the other UK retailers, Sainsbury's then announced that it was abandoning the merger.<ref>{{cite web|url=https://www.proactiveinvestors.co.uk/companies/news/219067/sainsbury-s-and-walmart-s-asda-abandon-merger-after-competition-watchdog-rejects-deal-219067.html|title=Sainsbury's and Walmart's Asda abandon merger after competition watchdog rejects deal|date=25 April 2019|website=Proactiveinvestors UK|access-date=2 May 2019|archive-date=2 May 2019|archive-url=https://web.archive.org/web/20190502133346/https://www.proactiveinvestors.co.uk/companies/news/219067/sainsbury-s-and-walmart-s-asda-abandon-merger-after-competition-watchdog-rejects-deal-219067.html|url-status=live}}</ref>

[[Nils Pratley]] in 2025 summarised the Walmart years in one sentence: "The business underperformed for years under Walmart’s ownership".<ref name=pratley>{{cite news| last=Pratley | first=Nils|author-link=Nils Pratley| title=Why does Asda terrify stock market investors? |newspaper=The Guardian | date=19 March 2025 | url=https://www.theguardian.com/business/nils-pratley-on-finance/2025/mar/19/asda-stock-market-supermarket-price-war-tesco-sainsburys-m-and-s | access-date=19 March 2025}}</ref>

=== 2020s ===
In October 2020, the first Asda sustainability store was opened in [[Middleton, Leeds]], featuring refill stations, loose fruit and vegetables, and recycling stations, as well as a community zone.<ref>{{cite web |title= Inside Asda's new sustainability store with refill stations and loose fruit and veg|website=[[Independent.co.uk]] |date=21 October 2020 |url=https://www.independent.co.uk/life-style/asda-sustainable-store-middleton-leeds-refill-recycle-brands-supermarket-b1201768.html |access-date=9 January 2025}}</ref> 

In December 2020, undercover footage was filmed at farms that supplied meat to Asda and [[Sainsbury's]]. The footage captured turkeys being extremely badly treated. A worker was suspended and an official investigation was launched after the footage was released.<ref>{{cite web |date=19 December 2020 |title=Turkeys 'brutally kicked hundreds of times at farms supplying Sainsbury's and Asda' |url=https://www.independent.co.uk/news/uk/home-news/turkey-christmas-sainsbury-asda-bird-supermarket-b1776255.html |access-date=17 November 2024 |website=The Independent}}</ref> In December 2021, an undercover video filmed by French activists appeared to reveal that unprofitable piglets were being extremely badly treated. An Asda spokesperson said: "We take animal welfare extremely seriously and as soon as we were made aware of these claims we launched an investigation with the supplier."<ref>{{cite web |last=Dalton |first=Jane |date=3 December 2021 |title=Pigs beaten and cut without pain relief on farm linked to Tesco, Sainsbury, Morrisons and Asda |url=https://www.independent.co.uk/news/uk/home-news/pigs-pork-tesco-sainsbury-morrisons-asda-french-b1968743.html |url-status=live |access-date=17 November 2024 |website=The Independent |archive-date=16 August 2023 |archive-url=https://web.archive.org/web/20230816185749/https://www.independent.co.uk/news/uk/home-news/pigs-pork-tesco-sainsbury-morrisons-asda-french-b1968743.html }}</ref>

In December 2024, Asda trialled the electronic labels on shelves at Manchester Oxford Road store for 12 weeks. Prices in these labels could be updated in only 15 seconds.<ref>{{cite web |last=Fortune |first=Aidan |date=10 December 2024 |title=Asda trials electronic shelf edge labels in convenience store |url=https://www.conveniencestore.co.uk/your-business/asda-trials-electronic-shelf-edge-labels-in-convenience-store/698788.article |access-date=11 February 2025 |website=Convenience Store }}</ref>

In February 2025, [[Jo Whitfield]] rejoined Asda as a non-executive director after 8 years.<ref>{{cite web |last=Wright |first=Georgia |date=6 February 2025 |title=Ex-Matalan boss Jo Whitfield returns to Asda board |url=https://www.retailgazette.co.uk/blog/2025/02/co-op-asda-jo/ |access-date=11 February 2025 }}</ref> 

==== Acquisition by the Issa brothers and TDR Capital ====
In February 2021, [[Mohsin Issa]], [[Zuber Issa]] and [[TDR Capital]] acquired Asda, which at the time was valued at £6.8&nbsp;billion. Walmart retained "an equity investment" in Asda, a seat on the board and "an ongoing commercial relationship".<ref name=":0" /> In the same month, Asda said that it might need to put 5,000&nbsp;jobs at risk as part of reconstruction plan in the context of people shopping online.<ref>{{cite news|date=25 February 2021|title=Asda says 5,000&nbsp;jobs at risk in new business plan|work=BBC News|url=https://www.bbc.com/news/business-56185236|access-date=25 February 2021|archive-date=25 February 2021|archive-url=https://web.archive.org/web/20210225105606/https://www.bbc.com/news/business-56185236|url-status=live}}</ref>

In March 2021, Asda was involved in the "largest ever sterling bond offering" as part of the financing package to fund the acquisition purchase by [[TDR Capital]] and the Issa brothers.<ref>{{cite news|date=5 March 2021|title=Blockbuster Deals in February; Looser Covenants for Repeat Issuers; J Crew Blockers; Bespoke, Never-Before-Seen Covenant Flexibilities; Year in Review; Looking Ahead|work=Reorg|url=https://reorg.com/emea-covenants-monthly-recap-february-2021/|access-date=11 March 2021|archive-date=10 March 2021|archive-url=https://web.archive.org/web/20210310150237/https://reorg.com/emea-covenants-monthly-recap-february-2021/|url-status=live}}</ref>

In May 2023, it was reported that the Issa brothers and TDR Capital had together contributed just £200&nbsp;million for their purchase of Asda, worth £6.8&nbsp;billion; the majority of the purchase price was funded by a loan from the parent company of heavily indebted [[EG Group]], and by disposing of Asda assets.<ref>{{cite news |last1=Smith |first1=Robert |last2=Wiggins |first2=Kaye |date=4 February 2021 |title=Billionaire Asda buyers to stump up less than £800m to clinch £6.8bn takeover |work=Financial Times |url=https://www.ft.com/content/79964b33-2406-41c8-8f24-4ff5552f1669 | url-access = subscription |access-date=26 May 2023 |archive-date=26 May 2023 |archive-url=https://web.archive.org/web/20230526065210/https://www.ft.com/content/79964b33-2406-41c8-8f24-4ff5552f1669 |url-status=live }}</ref><ref>{{cite news |last1=Smith |first1=Robert |last2=Wiggins |first2=Kaye |last3=Jones |first3=Cleve |date=14 April 2023 |title=Asda price: how buyers bagged a £6.8bn supermarket chain for £200mn |work=Financial Times |url=https://www.ft.com/content/d6f59905-449d-45d4-bbba-ed49f111620d |access-date=26 May 2023 |archive-date=26 May 2023 |archive-url=https://web.archive.org/web/20230526065208/https://www.ft.com/content/d6f59905-449d-45d4-bbba-ed49f111620d |url-status=live }}</ref>

In October 2023, Asda completed a £2.27{{nbsp}}billion acquisition of EG Group property, this mainly consisting of 356 forecourt sites, where the existing [[Spar (retailer)|Spar]] stores at these locations were rebranded to either Asda Express.<ref>{{cite web |last=Leader |first=Alice |date=31 October 2023 |title=Asda completes £2bn acquisition of EG Group's UK business |url=https://www.thegrocer.co.uk/convenience/asda-completes-2bn-acquisition-of-eg-groups-uk-business/684819.article |access-date=28 August 2024 |website=The Grocer|archive-date=28 August 2024 |archive-url=https://web.archive.org/web/20240828225044/https://www.thegrocer.co.uk/convenience/asda-completes-2bn-acquisition-of-eg-groups-uk-business/684819.article |url-status=live }}</ref><ref>{{cite web |title=Asda owners to buy EG Group's UK and Ireland petrol stations for £2.27bn |url=https://news.sky.com/story/asda-owners-to-acquire-petrol-stations-giant-eg-creating-company-with-combined-revenues-of-nearly-30bn-12892860 |access-date=12 June 2023 |publisher=Sky News |archive-date=12 June 2023 |archive-url=https://web.archive.org/web/20230612140319/https://news.sky.com/story/asda-owners-to-acquire-petrol-stations-giant-eg-creating-company-with-combined-revenues-of-nearly-30bn-12892860 |url-status=live }}</ref> The deal also included ownership of fast-food chain [[Leon Restaurants|Leon]], as well as the purchase of 462 [[Burger King]], [[Greggs]] and [[Subway (restaurant)|Subway]] franchises.<ref>{{cite web |title=Asda to bring Leon brand into its supermarkets after £2b deal |url=https://www.thecaterer.com/news/asda-leon-eg-group-restaurant-sale |access-date=28 August 2024 |website=The Caterer|archive-date=28 August 2024 |archive-url=https://web.archive.org/web/20240828225045/https://www.thecaterer.com/news/asda-leon-eg-group-restaurant-sale |url-status=live }}</ref> Asda would later collaborate with [[Sbarro]] to integrate franchises.<ref>{{cite web |title=Current Vacancies |url=https://www.asdaexpressjobs.co.uk/ |access-date=12 January 2025 |website=www.asdaexpressjobs.co.uk}}</ref>

In September 2024 [[Stuart Rose|Lord Rose]] succeeded Mohsin Issa as CEO, supported by TDR Capital's Rob Hattrell. Mohsin retained his ownership stake and assumed a non-executive director role. He would return to EG Group to be its sole chief executive.<ref>{{cite web |title=Mohsin Issa to step back from Asda role to focus on EG Group |url=https://www.lancashirebusinessview.co.uk/latest-news-and-features/mohsin-issa-to-step-back-from-asda-role-to-focus-on-eg-group |access-date=21 September 2024 |website=Lancashire Business View|archive-date=21 September 2024 |archive-url=https://web.archive.org/web/20240921171402/https://www.lancashirebusinessview.co.uk/latest-news-and-features/mohsin-issa-to-step-back-from-asda-role-to-focus-on-eg-group |url-status=live }}</ref>

On 1 November 2024 Zuber Issa sold his 22.5% stake in Asda to TDR Capital, making them the majority owner, controlling 67.5% of the company.<ref>{{cite news|url=https://news.sky.com/story/asda-co-owner-zuber-issa-sells-his-stake-to-private-equity-company-tdr-capital-13149376|title=Asda co-owner Zuber Issa sells his stake to private equity company TDR Capital|work=Sky News|date=7 June 2024|access-date=7 June 2024|archive-date=7 June 2024|archive-url=https://web.archive.org/web/20240607152450/https://news.sky.com/story/asda-co-owner-zuber-issa-sells-his-stake-to-private-equity-company-tdr-capital-13149376|url-status=live}}</ref><ref>{{cite news|title=Asda announces the completion of TDR Capital's purchase of Zuber Issa's shares |url=https://corporate.asda.com/newsroom/2024/11/01/asda-announces-the-completion-of-tdr-capitals-purchase-of-zuber-issas-shares |date=1 November 2024 |website=Corporate }}</ref>

In early November 2024 Asda announced that they were ordering staff back to the office at least three days a week and cutting head office jobs in an attempt to halt the supermarket's decline.<ref>{{cite news |last=Barr |first=Luke |date=5 November 2024 |title=Asda axes jobs and orders staff back to the office three days a week |url=https://www.telegraph.co.uk/business/2024/11/05/asda-axes-jobs-orders-staff-back-to-office-three-day-week/ | url-access = subscription |access-date=7 November 2024 |work=The Telegraph |issn=0307-1235 |archive-date=8 November 2024 |archive-url=https://web.archive.org/web/20241108220505/https://www.telegraph.co.uk/business/2024/11/05/asda-axes-jobs-orders-staff-back-to-office-three-day-week/ |url-status=live }}</ref>

On 25 November 2024,<ref>{{cite magazine| last=Leyland | first=Adam | title=Asda goes 'back to the future – with modernity' as Allan Leighton returns |magazine=The Grocer | date=23 November 2024 | url=https://www.thegrocer.co.uk/news/asda-goes-back-to-the-future-with-modernity-as-allan-leighton-returns/698214.article}}</ref> [[Allan Leighton]], who had been chief executive from 1996 to 2000, was appointed chairman. He was described as "one of Britain's top corporate fixers", partly responsible for rescuing Asda from insolvency in the late 1990s.<ref name=telegraph-20250209>{{cite news |url=https://www.telegraph.co.uk/business/2025/02/09/mr-asda-allan-leighton-save-supermarket-terminal-decline/ |title=Asda has become an embarrassment. Its old boss thinks he can fix it |last1=Marlow |first1=Ben |last2=Barr. |first2=Luke Hannah Boland |newspaper=The Daily Telegraph |url-access=subscription |date=9 February 2025 |access-date=9 February 2025}}</ref> Nils Pratley commented that Asda definitely needed to do something; investment had suffered again after the Issa brothers and TDR had loaded it with buyout debt in 2021, with Asda's market share dropping from 15.1% to 12.6% over the previous five years according to  [[Kantar Group|market research group Kantar]].<ref name=pratley/>

In early 2025, Asda refinanced £3.2&nbsp;billion of its debts, delaying the repayment of bonds in 2026, though at a high interest rate of about 8%.<ref name=telegraph-20250209/>

==== New brand identity ====
[[File:Asda Logo 2024 Dark Green.svg|thumb|Logo of Asda since 2024]]
On 16 May 2024, Asda launched the new brand identity, with new logo, typography and colour scheme.<ref name=":2">{{cite web |title=Asda reveals new brand identity as part of its Summer campaign – Serious About Summer |url=https://corporate.asda.com/newsroom/2024/16/05/asda-reveals-new-brand-identity-as-part-of-its-summer-campaign-serious-about-summer |access-date=22 December 2024 |website=Corporate }}</ref> It also features a new slogan: "That's More Like It", and new typefaces designed by Colophon: ''Asda Display'', ''Asda Subline'' and ''Asda Text''; in addition to fruit stickers and a new darker green colour. It also features unique features, such as a crossbar under the pence numerals.<ref>{{cite web |title=The Asda rebrand features fruit stickers and an unexpected approach to typography |url=https://www.itsnicethat.com/articles/havas-asda-graphic-design-160524 |access-date=22 December 2024 |website=www.itsnicethat.com }}</ref><ref>{{cite web |last=Hopkins |first=Lee |date=21 May 2024 |title=Asda's rebrand: a fruitful approach to branding |url=https://www.threerooms.com/blog/asda-a-rebrand-a-fruitful-approach-to-branding |access-date=24 December 2024 |website=Threerooms }}</ref>

The new brand identity has proved popular across the design community, with ''The Drum'' describing as "less shiny and corporate", "less American and much softer" and "honest, down-to-earth, playful style". However, a few people criticized the new brand identity, especially related to accessibility. In general, the new brand identity overall takes a fun, playful approach.<ref>{{cite web |title=Asda's rebrand is a hit with designers. Can it win over shoppers too? |url=https://www.thedrum.com/news/2024/05/29/asda-s-rebrand-hit-with-designers-can-it-win-over-shoppers-too |access-date=23 December 2024 |website=The Drum}}</ref>

==== £50 million store upgrade programme ====
{{multiple image
 | width = 150
 | footer = Asda in Inverness, before and after the upgrade programme 
 | image1 = 2024-05-25 Aisle 15, Asda, Inverness.jpg
 | caption1 = May 2024
 | image2 = 2025-01-03 Aisle 15, Asda, Inverness.jpg
 | caption2 = January 2025
}}
On 30 May 2024, Asda announced that it would be launching a £50&nbsp;million store upgrade programme to refurbish its 170 stores, including 50 larger stores, by late November 2024.<ref name=":3">{{cite web |title=Asda unveils £50m store upgrade program |url=https://corporate.asda.com/newsroom/2024/30/05/asda-unveils-50m-store-upgrade-program |access-date=22 December 2024 |website=Corporate }}</ref>

The 50 larger stores would be refurbished to include new features, including seasonal and food-to-go aisles, counters, flooring and lighting, and, in some stores, new George departments.<ref name=":3" />

The 120 other stores would also be refurbished to adopt the new brand identity.<ref name=":3" />

In March 2025 Asda said that its profits were likely to drop as it was going to cut prices and increase staffing. Recently-appointed Asda chairman Allan Leighton said that Asda had "a pretty significant war chest" to tackle several years of weak trading following the 2021 buyout by the Issas and TDR, and that it would take up to five years to turn Asda round. Competitors Tesco, Sainsbury's, and Marks & Spencer were thought likely to lower prices to compete, and their stock prices dropped following the announcement.<ref name=butler/>