The story of Asda is one of pioneering people with visionary ideas. From Asdas's beginnings as the first UK discounter, offering their customers the very best value has been their driving force. Asda built their business upon listening to their diverse range of customers and offering what they need. "We're at our best when we keep things simple." From checkout to boardroom, Asda colleagues are the heroes, and they've always made Asda special. Every one of them shapes the character of the company.