Asda has launched its biggest ever January value campaign, slashing some prices to as low as 50p.
The supermarket giant said the £50 million price overhaul was part of a £200 million set of reductions intended for the new year.
Barry Williams, chief merchandising officer for food at Asda, said that UK shoppers’ priorities are focused on price, especially after Christmas which can be “a struggle financially”.
“With hundreds of products at 50p, we’re even making the Poundshop and Aldi look expensive,” he added.
Vegetables such as broccoli, cabbage, cauliflower, iceberg lettuce and spring onions are now 50p, as are branded products such as Kingsmill bread, Heinz soup and Dairylea triangles.
This new bout of cheaper pricing is believed to be part of an attempt to lure customers back to Asda. Customers have been flocking to discount supermarkets recently, with one set of data from Kantar finding that half the country had shopped at either Aldi or Lidl during the 12 weeks leading up to December 8th, 2013.
Asda, Tesco, Morrisons and Sainsburys all lost market share in this period.
