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Asda's reputation for value dwarves that of its rivals, despite Tesco's Big Price Drop marketing push.

The Walmart-owned supermarket's reputation for value dominated consumer attitudes, exclusive ICM research for Retail Week revealed. 46% of those polled ranked Asda the best grocer for value, while its nearest rival Tesco lagged with only 19%.

An Asda spokesman said: "We continue to lead on price and we know our customers are thrilled at the change we've made on quality."