Asda has embarked on a round of "tough" negotiations with all major suppliers, including multinationals such as Unilever.

The pricing terms of nearly all 30,000 products in its stores are under scrutiny with suppliers asked to offer better terms.

Last year, a resurgent Asda beat internal sales and profit targets but chief executive Andy Bond said the focus for 2009 was "driving prices down".

It has refused to sign up to the supermarket ombudsman scheme proposed by the Competition Commission that would have overseen supplier relations.

But market-share data from TNS shows Asda growing at the fastest rate of all the big supermarkets and Bond argues suppliers stand to benefit as lower prices drive sales to both parties' benefit.

A spokesman confirmed senior Asda buyers were currently meeting their manufacturing counterparts. He added: "We will not bank in our margins, we will pass them on to customers."

TNS data shows shoppers are more promiscuous than before, with stores such as Waitrose, Marks & Spencer and market leader Tesco losing ground to no-frills chains such as Asda and Morrisons.

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