Asda is to sell a DVD player for £9 - less than the average price of a DVD.

The Durabrand DVD player was previously on sale for £17.84 but Asda will cut its price to £9 from today.

“This is truly unbeatable value and puts our competitors in the shade - our message to customers is why pay more, when you don't have to. And we can promise them much more to come in the months ahead,” said Peter Pritchard, Asda's general merchandise trading director.