Always LOW prices...ALWAYS

Asda Smart Price is a no-frills private label trade name. The range is in many ways the UK equivalent of the generic brands in US stores. The equivalents from the other of the big four supermarkets are Tesco Value, Sainsbury's Basics and Morrisons Value.

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The Smart Price brand can trace its origins to Asda’s Farm Stores brand launched in the mid 1990s, which consisted of products that were offered at a lower price than the equivalent name brand product and ASDA’s own brand equivalent. The Farm Stores brand originally consisted of a small number of food only products, largely frozen such as frozen chips and a small range of ready meals, this range later expanded to include fresh food. In 2000 following the acquisition of Asda by Wal-Mart, the Farm Stores products were phased out and replaced with the new Smart Price brand "based on Wal-Mart's Great Value and Sam's Choice".

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Smart Price products are almost always the lowest price option (known as Cheapest On Display) in a product category in Asda stores. Occasionally this difference is only a few pence, however in others it is a marked difference. For example, a box of Smart Price Biological Washing Powder costs 50 pence while the equivalent Asda brand washing powder costs £1.50 and name brand alternatives cost from two pounds upwards.

The Smart Price label was originally a food only brand, however over the years it has expanded to cover almost every product range in the store. Like early generic products in the US some Smart Price products lack what can be thought of as ‘frills’ in the modern brand name or supermarket own brand, for example the Smart Price toothpaste has an old fashioned screw cap rather than the now more common flip cap and the Smart Price range of crisps come in traditional clear plastic bags rather than the foil bags common to most name brand versions.

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ASDA reduced the price of a pack of ASDA Smart Price 8 thick pork sausages to 16p meaning a sausage was 2p each. It made the headlines in June 2008 as it was during a credit crunch with higher food prices and a higher cost of living.

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