Asda has become the first supermarket to price match both Aldi and Lidl across hundreds of everyday products.
The supermarket is price matching the discounters on 287 comparable grocery products from today, having cut costs by an average of 17% to match whichever discounter has the lowest price on these items.
Goods such as milk, bread, cheese, tea, coffee and fresh meat are included in the Aldi and Lidl price match.
The prices of comparable products in Aldi and Lidl will be checked twice per week under the initiative.
Any comparable products unavailable due to size or weight differences will have their prices matched on a pro-rata basis.
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Asda chief customer officer David Hills said: “Asda has over 50 years heritage as the customer champion, and we understand we have an important role to play in local communities to help families get the most from their budgets.
“We have launched Aldi and Lidl Price Match to help them save both time and money.”
The initiative will run alongside the retailer’s established customer value propositions, including its Price Drop and Asda Rewards.
The news comes as an impending strike at Asda’s Gosport superstore has been postponed to allow for last-ditch talks to take place.
The GMB trade union said on Friday that up to 100 employees are set to walk out on 15 January, with additional dates scheduled for 29 January and 11 February.
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