Asda has branded Morrisons' attempt to usurp its crown as the cheapest supermarket fuel retailer as a "gimmick".

Morrisons launched its 'Fuel Britannia' offer last week, knocking 6p off a litre of petrol or diesel for customers spending £40 or more in-store until 8 May undercutting the usual 5p off offered by the likes of Sainsbury's and Tesco on a £50 minimum spend.

Asda, which has historically been the cheapest supermarket fuel operator but doesn't offer in-store money-off deals, responded dismissively that it would "leave the tricks, gimmicks and lock-ins to others and keep delivering the lowest fuel prices". "We consistently offer the lowest fuel prices to motorists week in, week out a fact backed up by the AA," he added.

Its criticism was given short shrift by Simon Eastwood, Morrisons' commercial director for services. "If there's an inference from Asda that it's a gimmick, that's certainly not true," he said. "We continue to offer great value at the pump." Morrisons was "the best value operator in the market for this week and next week", he added.

For consumers with vouchers, fuel currently costs the same or less than at Asda at six Morrisons forecourts.

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Morrisons offers patriotic petrol with ‘Fuel Britannia’ stunt (19 April 2011)