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Asda is inviting shoppers to take a fresh look at the supermarket following major changes to its products, prices and overall in-store experience. The supermarket giant said the changes are designed to reward loyal customers and encourage those who shop elsewhere to return to Asda, with improvements shoppers can "see and feel" as soon as they enter stores.

Some of the changes are taking place in the fruit and vegetable section, where dedicated greengrocer colleagues are returning to the aisles to help ensure quality and availability while also assisting shoppers in choosing the best seasonal produce.

Families will also be able to pick up a free piece of fruit for children to eat while they shop in all of Asda's 426 Superstores. The section has been refreshed with clearer information on quality and provenance, alongside Asda's "fresh promise" guarantee offering customers their money back if they are not satisfied

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Another major change announced by the retailer is the launch of more than 400 new food and drink lines as part of one of its biggest product refreshes in recent years.

The new additions span a range of categories including frozen food, bakery, fresh produce, meat and food-to-go. Asda has also upgraded two of its most popular departments - fresh produce and frozen food.

Meanwhile, the frozen department has been redesigned with clearer layouts and signage to make shopping quicker and easier. More than 230 new frozen products have also been introduced including items from Crosta Mollica.

Hundreds of everyday items have been reduced to a new lower Asda Price, while the supermarket has also enhanced its Asda Rewards programme with new missions and offers for shoppers.

Asda has cut prices on hundreds of everyday essentials including beef mince, pork sausages, eggs, baked beans and baby potatoes, with further reductions expected in the coming weeks. The supermarket giant added that thousands of products are already priced below their equivalents at Tesco, Sainsbury'sand Morrisons.

The supermarket has introduced new £1 and £2 value labels across stores and online, while the enhanced Asda Rewards programme will feature new missions and offers across fresh, frozen and general merchandise categories.

Rachel Eyre, chief customer officer at Asda, said: "We know many customers are making careful choices when they shop and our job is to do even more to support them.

"These changes offer greater value and choice in areas they shop the most and improve the in-store shopping experience.

"They're about rewarding customers for their loyalty, as well as encouraging those who haven't been to Asda for a while to take a fresh look. We're confident they'll see the difference straight away."