All categories across the store will be included in the new initiative
Asda is bringing back its famous Rollback proposition as part of a major investment in lowering prices across its entire range.
The supermarket said the new programme “forms the cornerstone of [its] mission to satisfy the daily and weekly needs of ordinary working people and their families who demand value whenever they shop”.
Asda hasn’t yet revealed exactly which lines are included, but fruit and vegetables would be expected to be among the more than 4,000 popular products in stores and online that have their prices rolled back, with an average discount of 25 per cent.
The retailer added that to offer even greater value, many of these products are 5 per cent lower than competitor promotional prices. Every category in the store is included, Asda said, as well as Asda Express stores.
Asda will add thousands more products to Rollback at regular intervals during the year as part of its plan to move its entire range to a new low ‘Asda Price’.
Allan Leighton, Asda’s executive chairman, said: “Asda was built upon helping hard-working families save money and we’re refocussing on that mission by bringing back Rollback and Asda Price.
“We’re lowering prices throughout our stores and online to make Asda the cheapest traditional supermarket and in the process returning to what makes Asda special - delivering unbeatable value to the customers and communities who count on us.”
