Some Asda shoppers will be able to claim a jobs-based discount to offset the growing cost of living crisis.
Food and soft drinks, George clothing as well as homeware, toys, gifts and optical are all included in their offer.
The 10 percent discount is applicable to workers in the NHS, emergency services, social services, social care sector and armed forces in every Asda store in the UK just by their Blue Light Card.
The supermarket giant is introducing the offer to support customers and colleagues in managing their household costs, Manchester Evening News reports.
It comes as Iceland is set to launch a 10 percent discount for people over the age of 60 later this month.
The move comes following the announcement on Wednesday that UK inflation now stands at 9 percent.
"Family budgets are under huge pressure right now – with our Income Tracker showing household incomes down by £16 per week in March and set to fall further," said Hayley Tatum, Asda's Chief People and Corporate Affairs Officer.
"Bringing back the Blue Light discount and removing the qualifying period for our own colleague discount are additional ways we can support our customers and colleagues, alongside our ongoing efforts to reduce prices and invest in our colleague pay."
Food prices are going up for a number of reasons, one of which is the war in Ukraine.
Iceland is also doing their bit and their 10 percent off deals products for all over-60s and it will be launched from May 24.
To get Iceland's new discount, you must be over 60 and shop at Iceland on Tuesdays. The deal is 10 percent off products for all over-60s and it will be launched from May 24.
Those eligible can pop into Iceland at any time during opening hours and also visit sister shop The Food Warehouse.
The supermarket's managing director Richard Walker said: "The cost of living crisis has made support for these customers even more important, which is why I'm proud that we're finding new ways to support them, including the launch of this discount.
"We hope it will help all those in this age category to cut costs where they can."
Tom Dalby, CEO at Blue Light Card, said: "We are really proud to be working with ASDA. With the cost of living on the rise, I hope this exclusive 10 percent discount helps families and individuals across the UK on everything from the big food shop to new school clothes.
"Asda has always done so much to show its appreciation to NHS staff and other frontline workers, and this partnership will support millions of blue light workers in the country."
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