Asda takes swipe at BT

Supermarket chain to offer pre-paid phone cards which are claimed to substantially undercut BT

Supermarket chain Asda is taking on BT with the launch of its own pre-paid phone cards, which it claims will undercut BT prices by up to 60 per cent.

An Asda insider says the cards will offer savings on BT domestic rates, though the chain has yet to announce details of the deal.

The move is part of Asda’s policy of launching high-profile discount campaigns to promote itself as a value supermarket chain.

In the past, it has campaigned against the price-fixing Net Book Agreement, and it tried to break Resale Price Maintenance for over-the-counter medicines.

Recently, the supermarket chain has entered the home entertainment market with Asda-branded greatest hits CDs under the “Hot Hits” banner.

The cards, branded as Asda Price Phonecards, are being produced by Telecom UK, which is part of the Infotel Group.

The cards will be tested in 13 Asda hypermarket stores before being introduced to all the chain’s 214 outlets.

The phone card market is worth 110m and is likely to grow substantially over the next 18 months. Asda insiders expect the supermarket to make profits from the offer.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here