The phrase “Good food costs less at Asda” appeared in full-page advertisements run by Asda across the weekend papers.
It mirrors the phrase “Good food costs less at Sainsbury’s” which was used by the Sainsbury’s chain between 1959 and 1991.
The ads promoted Asda’s recently relaunched Extra Special food ranges in an attempt to lure better off shoppers.
It is the first of Asda’s festive ads and promotions that has focused on quality instead of “Every day low prices”.
An Asda spokesperson says: “We’ve won 289 quality awards this year and been named by The Grocer as Britain’s best value shop – that’s why good food really does cost less at Asda.”
It follows Tesco’s move to slash the prices of 200 products in its Finest range.
Sainsbury’s and Asda were unable to comment at the time of writing.