Asda has cut the price of a further 1,500 products as it continues to try and regain its crown as the UK’s cheapest supermarket. It comes after the supermarket giant came under intense pressure from rival retailers last year.
Asda reintroduced its Rollback scheme at the end of January and has since cut the cost of nearly a third of products. At the time, the supermarket said many of the products were 5% lower than competitor promotional prices in a bid to offer shoppers even greater value. The cut prices, which give customers an average discount of 25%, will apply across all categories and stores, including Asda Express and online.
It comes after Asda pulled out of its Aldi and Lidl price match scheme after just 12 months, saying it would rather focus on its own prices.
Of the “family favourite” Asda range, the price of Philadelphia Soft Cheese has now been cut by 44%, Head and Shoulders 2 in 1 Classic by 34%, and Clover Butter Spread by 33%.
Meanwhile, Pampers Wipes Sens have been cut by 24% and Cathedral City Standard Cheddar by 20%.
As reported by The Grocer, Asda boss Allan Leighton said the supermarket plans to slash the cost of 90% of its range over the next 18 months. They are willing to “throw a tonne of money” at winning the war to become the UK’s cheapest supermarket.
He said: “Last week we signalled again our absolute commitment to lowering prices for customers and today we’re further delivering on that promise.
“By rolling back prices on thousands more products we’re making it even easier for our customers to save. Nearly 10,000 products have now been rolled back and we will continue to invest in lowering prices across the rest of the year and beyond.”
Asda announced a fall in sales of 3.4% in the 12 months prior to December 31 last year. During this time, revenue fell by 0.8% to £21.7billion.