Asda has slashed the price of 956 “everyday” grocery lines, as chairman Allan Leighton aims to win back shoppers ahead of Christmas.
The supermarket has reduced prices by 6% on average across core grocery lines, household and free-from categories.
The largest price cut is to Asda’s tinned curry lines, with Chicken Tikka Masala (392g) and Chicken Korma (392g) falling by 34.7% to £1.57. The price of Asda’s chicken, onion and meat gravy granules, meanwhile, will fall by 31%, to 69p.
Other products included are self-raising flour, which will fall by 7p to 71p for 1.5kg; Asda instant hot chocolate, which will fall from £2.40 to £1.87; and Asda mushy peas (300g), which have dropped by 13.8% to 47p.
To ensure price cuts are “accessible to all customers regardless of dietary needs” Asda has included 49 free-from products, with some lines dropping by up to 15%.
The push includes Free From Ginger Bread People Biscuits (14 pack), which will fall from £1.80 to £1.52; a 12-pack of Asda Free From Double Chocolate Mini Muffins, which will drop by 4.4% to £3.14; and Free From Red Berry Granola, which will fall from £2.60 to £2.48.
“We understand the pressure families are under from rising living costs and we’re stepping up our support as we enter an expensive time of year for our customers,” said Asda chief customer officer Rachel Eyre.
“We’re cutting prices on the everyday products they rely on the most, helping them bring down their food bills and get even more value every time they shop with us. This is real support, where it counts. That’s Asda Price.”
Asda, which has not detailed how much it is investing into reducing prices, said the cut aimed to ease the pressure on shoppers as they headed into “the most expensive time of the year”, with food inflation surging at 5%.
It is likely to intensify a pre-Christmas price war after Morrisons and Lidl both announced price cuts of their own.
Asda’s latest price cuts add to 3,452 products currently in its Rollback price promotion, which returned under Leighton earlier this year.
So far, it has helped slow the rate at which Asda’s sales have fallen, but has yet to deliver a jump in its market share.
Leighton has promised to return the “Asdaness” to the supermarket, by making it 5%-10% cheaper than main rivals. He has conceded it could take three to five years to fully turn the supermarket around.
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