Asda is to become the first supermarket chain to offer its customers choice and independent advice on the full range of life insurance and income protection policies available on the UK market.

In what it described as a "groundbreaking" new partnership with specialist protection adviser LifeSearch, the retailer said its new proposition was in stark contrast to those of its rivals, who generally offered a one-size-fits-all product from just one insurer - without advice.

The new Asda Life service will be available both over the phone and online from 29 January.

"We give our customers access to the full range of cereals, and now we can do the same in financial services through a true supermarket service in the life and protection arena," said Asda director of financial services Gev Lynott.