Asda on Monday launches a £40m round of price cuts to mark the fifth anniversary of its Rollback campaign.
The cuts will take Asda’s total investment in price-cutting since the beginning of the year to £110m.
Rollback was introduced in March 1999 and by the end of 2004, Asda said it would have reduced the weekly shopping bill by almost £1bn. The new cuts will cover all categories and include leading brands such as Stella Artois, Walkers, Heinz and Hardy’s. Asda has recently lowered prices on its Smart Price and Good For You own label brands.
“So far Rollback has delivered almost £1bn worth of price cuts,” said president and CEO Tony DeNunzio.