Asda has kicked off the new year by cutting prices on more than 2,500 household essentials, offering an average discount of 26% both in-store and online.
The grocer’s initiative, part of its “Big Jan Price Drop,” includes well-known brands such as Cathedral City Mature Cheddar, Dolmio Bolognese Sauce, and Persil Wonder Wash, alongside reductions on Asda own-brand items like whole chicken and salmon fillets.
The move is designed to help customers manage tighter budgets following the festive season.
Asda chief customer officer David Hills told the Mirror: “We know that as we come out of the festive period, budgets can be a concern for many families.
“Our Big Jan Price Drop aims to ease that burden and make money stretch further for our customers, by reducing the prices of the products they’re buying week in, week out, continuing to offer uncompromising value to all.”
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Asda’s announcement comes in the wake of rival Morrisons expanding its Aldi and Lidl price match scheme to cover over 500 items, including olive oil, eggs, and coffee.
The initiative, launched last year with just over 200 products, is part of the wider effort by supermarkets to remain competitive amidst ongoing cost-of-living pressures.
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