Asda has confirmed that it will be dropping its “pocket the difference” strapline, which has been in use since the 1970s, and replacing it with a catch phrase that is designed to emphasise more than the Wal-Mart owned supermarket’s low prices.

A spokesperson for Asda told just-food that as of 16 March TV ads will use the line “more for you for less”, highlighting price and quality. The first adverts will say that, while maintaining its “price promise”, Asda has also invested in fresh foods.

The company intends to highlight its traceable milk sources, authentic Italian and Indian ranges and high quality counter service.

“We’re determined to be the retailer to watch in 2006,” said Asda’s marketing director Richard Hodgson. “This is just one small element in a radical shake-up of Asda to make us more relevant and contemporary.”

Asda recently announced that it was opening new stores across the UK, including the new format ‘Asda Essentials’ outlets. It has also expanded in non-food areas – including becoming the first supermarket to offer off-the-rack wedding dresses.