Asda has announced a £10m rollback on its car insurance, which it has said represents an average 15% saving on fully comprehensive cover for its customers.

“Unlike other insurers this is no gimmick. Whenever you buy insurance from Asda you can be confident of everyday low prices every day of the year,” said Gev Lynott, director of financial services at Asda.

The company has said the price investment will run throughout the year.