A leading UK supermarket has emerged as the most affordable option for essential grocery shopping, surpassing budget retailers Aldi and Lidl. The retailer has now reduced the prices of 10,000 products, marking its sixth time this year as the lowest-priced supermarket for key items.
Asda has claimed the top spot in affordability, with a basket of eight essential items costing £12.71. This total is cheaper than Aldi (£12.75), Lidl (£12.77), as well as other major supermarkets like Sainsbury’s, Morrisons, and Tesco. The tracked items include staples such as milk, bread, coffee, teabags, butter, baked beans, chicken, and mince.
This is a significant turnaround for Asda, which had previously been among the pricier options. Under the leadership of executive chairman Allan Leighton, who took charge in November, the supermarket has focused on making groceries more affordable.
As part of its efforts, Asda has reintroduced its Rollback promotions, aiming to lower prices across its entire range and solidify its position as the cheapest traditional supermarket.
This week, Asda unveiled further price reductions, slashing costs by up to 45% on popular household items. Since January, nearly a third of its entire product range has seen price cuts. The move has yielded results, as a recent Which? comparison found Asda to be the most affordable traditional supermarket, even when competitor loyalty discounts were taken into account.
Among the biggest price reductions, Philadelphia Soft Cheese has dropped by 44% from £2.08 to £1.16, Nestle Munch Bunch is down 34% from £1.78 to £1.18, and Clover spread has been cut by 33% from £2.27 to £1.52.
Despite Asda’s success in price comparisons, the retailer has expressed disagreement with the narrow selection of products used in tracking, arguing that its broader Just Essentials range is the most extensive and affordable on the market.
Allan Leighton said: “We are committed to lowering prices for customers and are delivering on that promise. With nearly 10,000 products rolled back, we will continue to invest in making groceries more affordable throughout the year and beyond.”
Other supermarkets, including Aldi, have challenged the rankings, highlighting differences in product quality and packaging sizes. However, Asda’s continued focus on affordability is making a notable impact, offering shoppers significant savings during a time of rising living costs.
