A major supermarket that offered customers who work as firefighters, ambulance drivers, police officers and in the NHS special discounts in stores will no longer be entitled to them. Asda has confirmed the company will be cutting ties with Blue Light Card, with the service coming to an end from May 27. The information was posted online by the supermarket.
It reads: “Asda’s partnership with Blue Light Card is coming to an end on May 27 2025. From 13th May 2025 11:00 Blue Light Card members will no longer be able to like their Blue Light Card Membership to their Asda Rewards Account.”
It added: “Any accounts linked before this date will continue to recieve the exclusive member offer as detailed in the Terms & Conditions until 27th May 2025 23:59, at which point the offer will be removed.”
Customers have shared their response to the moves, with many critising the end of the partnership. One said: “Asda really aren’t selling themselves anymore with their reards scheme.”
Another said: “In other words thanks for all you do but we don’t give a damn about it anymore, it’s happening a lot lately.”
Others have even said shopping at the supermarket isn’t worth it and that their “rewards went really down hill”. Threatening to change supermarkets, one person wrote: “Might be time to change supermarkets! The rewards have gone significantly downhill over the last two years.”
Blue Light Card also informed customers of the news via an email. It read: “Asda is making broad changes to its strategy and overall approach to value and pricing its customers, and because of this change in strategy, Asda’s discount for Blue Light Card holders is ending two weeks from now, on Tuesday, 27th May.
“This change is one of several adjustments Asda is making across its business as it implements its new everyday pricing approach. You can continue using the current offer for the next two weeks, up to and including Tuesday, 27th May.”
An Asda spokesperson said: “We launched our partnership with Blue Light Card during the pandemic to provide additional support for emergency workers and would like to thank them for the opportunity to work with them during the last five years.”
“Our focus now is on providing all our customers with outstanding value every time they visit out stores or shop with us online.”
The supermarket giant has previously cut down on their discounts for Blue Light card holders. Last April, Asda said it would cut down how much the card holders recieved in their Asda Rewards Cashpots.
They confirmed that Blue Light card shoppers would only recieve 5% off fresh foods, including meat, fish, fruit and veg, fresh fruit juice and smoothies, dairy and bakery, rather than 10%.