Asda’s chief customer officer Stephen Smith has told The Grocer he is “not worried” about the supermarket price war, and that Asda works consistently to be competitive on price. 

“I wouldn’t say I’m worried, I think it’s a healthy competition,” he said. “I wouldn’t call it a price war. The UK is an incredibly price-competitive market, always, and there’s a lot of marketing noise coming out of our competitors.”

Smith was speaking after Asda’s triumph in The Grocer Gold Awards last week, when it picked up the Grocer 33 award for price, as well as the title of Britain’s Favourite Supermarket, as voted for by consumers.

Watch the video above for more on Asda’s plans for the future, including marketing, store refurbs, and online expansion.