Asda has announced it has launched its biggest price-cutting campaign for more than a decade, slashing prices on one in five product lines across the store.
The UK’s second largest supermarket chain said the price of 3,600 essential items such as milk, potatoes, bread, cheese, bananas and rice will be cut by an average of 13 per cent throughout January.
It added that the reductions are long-term, with most lasting at least six to twelve weeks.
Darren Blackhurst, Asda’s chief merchandising officer, said: “People are sick and tired of being tricked and deceived by dodgy claims and bogus bogofs (buy one get one free deals).
“Unlike our rivals, we’re lowering prices on a more permanent basis on the products people want to buy, not just products we want to sell them. We also want people to check our prices every time they shop. ”
The move comes a week after rival chain Tesco announced it was introducing 12,000 special offers which it claimed would save shoppers an estimated £280 million.
Both supermarket groups also recently pledged to keep VAT on a large number of non- food products at 15 per cent in the new year, despite the government returning the tax to its former rate of 17.5 per cent.
