Asda started a new battle in the supermarket price war this week when Ad Match' hit its 239 stores. The supermarket will match special promotional prices advertised by rivals when customers show the competitor's ad at the check out. Wal-Mart runs a similar type of price promotion system in the United States. Asda said a pilot scheme for the promotion in north England helped them poach a "significant number" of Safeway customers. A spokeswoman added: "We do not expect Ad Match to cost us an awful lot of money." Safeway said: "We have been nicking new customers from our competitors thanks to our deep price cut strategy you can see why Asda wants to join in." And Sainsbury commented: "We will keep to our every day low price strategy, guaranteeing to match local competition on everyday goods and the 100 top brands." The Asda initiative came as it announced it had reduced prices on a further 1,000 branded goods. {{NEWS }}

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