Asda has commenced a discounting scheme across a range of its vegetables for the lead-up to Christmas.
Starting today, the Big 4 retailer will slash the price of its popular vegetables by up to 57 per cent, charging just 20p for 360g of broccoli, 500g of sprouts and parsnips and 1kg of carrots.
The grocery chain said customers would collectively save around £2.2 million on vegetables commonly purchased around the festive season.
“There‘s been lots of talk about food inflation this year but Asda customers can be confident that their festive feast will deliver on value as well as taste this Christmas,” Asda chief merchandising officer Andrew Moore said.
“This is a major price investment into our best ever 2016 Christmas range. It also shows how seriously we take our commitment to bringing market-leading, quality food at famously low prices to our customers.”
Asda has spent £22.5 million into improving the quality of own-label products lately, amid reports of falling sales in recent quarterly updates.