Grocer Asda is to become the first supermarket to sell the Kobo, the new e-reader device launched recently in the hopes of competing with Amazon’s Kindle.
Asda is to offer the wireless device at a £20 reduction off the most recent price point, placing it in strong competition with original distributor WHSmith.
Offering access to one million titles via its online store, the Kobo comes with 100 classic books pre-loaded and is the latest move by the supermarket chain to make reading more accessible.
Earlier this year, Asda introduced extracts from children’s classics by Roald Dahl to the backs of millions of boxes of its own-brand cereals to encourage reading and claims it is seeking to make reading more affordable.
Available in-store and online from Friday, the e-reader weighs less than most paperbacks and Asda is also offering the Touch version of the Kobo for £107.
Last month, WHSmith launched the Kobo Vox, which features an anti-glare screen with video and audio technology allowing users to listen to music, play games and watch videos.
Duncan Tate, technology expert at Asda, said that the grocer is to offer the Kobo for just £67.
“The Kobo e-reader has received rave reviews and we’re delighted to be able to offer it to customers at this breakthrough price before Christmas,” he added.