Asdaness’ is a phrase you’ll hear affectionately used by anyone with a connection to the supermarket. But nearly 12 months into her role as Asda’s chief customer and data officer, Rachel Eyre admits she still struggles to define it.

“It’s something you can only experience,” she tells The Grocer. “There’s a friendliness,” she tells The Grocer. “A Yorkshire wit and grit. The charm, down-to-earth nature and community spirit of Asda that is unlike anywhere else.”

However it is defined, one thing is clear: for many customers that Asdaness has proved increasingly elusive in recent years. Readers of The Grocer will need little reminding of the Leeds-based supermarket’s its the supermarket’s travails since the heavily debt-backed £6.8bn acquisition by TDR and the Issa brothers in 2021.