Asda is wading deeper into the supermarket price war with a major new rollback campaign, The Grocer can reveal.

The retailer launched a series of ads in the national papers this morning announcing 3,000 rollbacks on everyday essentials including bread, milk and bananas.

But The Grocer understands the rollbacks are part of a much wider announcement on pricing from Asda expected within the next few days.

“Watch this space, there is plenty more to come,” an Asda spokeswoman confirmed.

The move follows the launch of Tesco’s Big Price Drop last month and the rollout of Sainsbury’s Brand Match earlier this week.

The rollbacks announced today include 1kg of loose bananas for 52p – the lowest price since October 2009 when Asda sparked an intense banana price war among the big four supermarkets.