Asda has announced it will end its Blue Light Card discount scheme on May 27th, 2025. It affects millions of emergency service workers, teachers, and other key workers who have benefited from the offer.
The partnership was launched during the COVID-19 pandemic to support frontline workers. It allowed verified Blue Light Card holders to receive a 5% reward on selected fresh food and drink purchases in-store, credited as Asda Pounds in the Asda Rewards app.
From May 13, 2025, Blue Light Card members will no longer be able to link their membership to their Asda Rewards accounts. Existing linked accounts will continue to receive the discount until the scheme ends at 11:59 p.m. on May 2025. After this date, the exclusive member offers will be removed, marking the complete end of the partnership.
The discount applies to fresh items such as meat, fish, fruit, vegetables, dairy, bakery products, and chilled juices and smoothies. However, it excluded many other products, including just Essentials lines, alcohol, ready meals, George clothing, baby items, health and beauty products, household goods, fuel, and online purchases through George.com or Asda’s online grocery service.
The 5% reward was capped at 100 euros per day and was only available in stores, not at Asda Express Stores, cafes, or petrol stations.
Asda quietly posted the update online, stating, “Asda’s partnership with Blue Light Card is coming to an end on May 27, 2025. From May 13, 2025, 11 am, Blue Light Card members will no longer be able to link their Blue Light Card membership to their Asda Rewards Account.”
An Asda spokesperson said the partnership was launched to provide additional support for emergency workers during the pandemic and thanked them for the opportunity to work with them over the last five years. The retailer emphasised that its focus now is on providing all customers with outstanding value every time they shop in store or online.
The decision has sparked disappointment and criticism among shoppers and Blue Light Card holders on social media. Many expressed frustration over the reduction and eventual removal of discounts, especially given the current cost-of-living pressures.
Some customers said the rewards scheme had declined significantly, with one stating, “Not worth shopping there recently; rewards went downhill,” and another suggesting it might be “time to change supermarkets.”
The Blue Light Card scheme itself has over four million members and offers discounts across a wide range of partners, from holiday travel companies to restaurant chains.
However, some users on forums like Reddit lamented the watering down of the card’s original purpose, noting that eligibility had expanded beyond emergency services to include professions like dentists, teachers, and opticians, which some feel dilutes the benefits for frontline workers.
Previously, Asda had already reduced the Blue Light Card discount in April 2024, cutting the fresh food discount from 10% to 5% for emergency service workers and teachers. This latest move to scrap the discounts entirely marks a significant change in Asda’s approach to supporting key workers through loyalty schemes.
