Asda is launching new price cuts on 126 essential items worth £70m as part of its ongoing efforts to lower prices for customers.
The supermarket’s investment sees products reduced by an average of 11%, including staple own-brand groceries such as baked beans, spaghetti loops, chicken fillets, as well as fresh fruit like strawberries and bananas.
The fresh cuts from Asda come on the back of Aldi Lidl Price Match and weekly Mega Event Price Drops – all launched this year.
The supermarket chain said that since January, almost £40m has been invested in reducing prices for customers through these initiatives.
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The investment comes after latest insight from the Asda Income Tracker shows that disposable income is growing again for UK families, with the average disposable income up £21.50 per week compared to last year.
However, the insight also found families are continuing to save any additional cash rather than spend after seeing savings eroded due to cost-of-living pressures.
Chief commercial officer Kris Comerford said: “We know families are still working hard to make their budgets stretch as far as possible, which is why we’re investing even further in driving down the cost of everyday essential items – the things we know our customers are putting in their baskets week in, week out.
“Through this latest investment, alongside our existing Price Drops, Aldi Lidl Price Match, Fab 5 and our Asda Rewards programme, our customers can trust that they will get uncompromising value every day at Asda.”
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