Lovelorn Asda shoppers need not wander the supermarket aisles alone any longer.

The retailer has launched a dating website that matches potential partners based on their shopping habits. goes online today and is run in association with dating agency UKDating.

A survey of 10,000 Asda shoppers found that 71% of men considered supermarkets to be a better place to find a date than pubs and bars.

And almost half (47%) of those polled said they examined the contents of fellow shoppers’ baskets to determine whether they were single.

“We want to make Valentine’s Day extra special for all our shoppers this year [and] is the perfect option for those looking for that special date,” said Asda events general manager Deborah Grass.

“You can get your weekly shop done while chatting to fellow Asda shoppers who take your fancy. With over 18 million shoppers visiting Asda each week we realised this is an unmissable opportunity to help set up a few dates.

“Who knows, maybe we’ll see another in-store marriage.”

Read more
Website offers to pair up perfect trading partners (17 January 2011)
Pilgrims offers cheesy choice for Valentines (15 January 2011)
Asda’s £2 roses create row not romance (16 February 2009)