Asda is to cut the price of more than 200 own-branded products as it looks to support customers during the cost-of-living crisis.
From Friday, shoppers will be able to save an average of 9% across 226 items which include fresh fruit and vegetables, cupboard staples, and frozen meat and fish products.
The initiative is part of the supermarket’s ongoing investment into supporting its customers and builds on last months summer price lock campaign, which saw 500 popular branded and own-label lines frozen in price until the end of August.
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Asda chief commercial officer Kris Comerford said: “We know that families are continuing to feel the pinch financially – especially as they head into the summer holidays – and are looking for help to make their grocery budget stretch further.
“Whenever there is an opportunity to help them make their money go further by lowering prices we will continue to do so.”
Grocery prices have been under fierce scrutiny with the cost-of-living crisis into its second year as food inflation remained persistently high for the first half of 2023.
However, food inflation fell to 14.9% in July, down from 16.5% in June, helped by the frequent rounds of price cuts and loyalty offers among UK supermarkets, according to data by Kantar.
The Competition and Markets Authority’s investigation into whether supermarkets have been profiteering from high inflation is expected to be published today (20 July).
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