ASDA Sparks Outrage After Reducing Rewards For Blue Light Card Holders

• Asda revises Blue Light Card rewards, reducing cash back on fresh foods from 10% to 5%.
• Shoppers express mixed feelings on social media, with some vowing to shop elsewhere.
• Asda remains committed to its partnership with Blue Light Card, introducing new rewards opportunities.

Starting from the crack of dawn on April 25, Asda will alter the benefits for Blue Light cardholders, a discount program cherished by emergency workers for its generous savings on groceries. Previously, these cardholders enjoyed a 10% rebate on fresh foods like meat, dairy, and bakery items. Now, this benefit will be halved to 5%, a move confirmed by Asda that has stirred a significant amount of discussion among its customers.

The Blue Light Card, which grants emergency service workers exclusive discounts at various retailers, including Asda, has been a lifeline for many. However, this adjustment in the rewards scheme has left some patrons less than thrilled. Social media platforms, particularly Facebook, witnessed a flurry of discontent with comments ranging from plans to switch allegiance to other retailers such as Aldi to outright frustration, calling the change "ridiculous."

Keira Clarke from The Sun highlighted that despite the cutback, Asda is not stepping back from its commitment to Blue Light cardholders entirely. The retailer plans to introduce new avenues for these customers to enhance their Asda Rewards Cashpots, including a competition where they can win up to £100 daily until May 27, 2024.

Tom Church, Co-Founder of LatestDeals.co.uk, commented, "While the reduction in the cashback rate for Blue Light cardholders at Asda may disappoint some, it's important to recognize the broader context of ongoing support through different reward opportunities that Asda continues to offer."