Asda has slashed the price of 45 fresh produce items as part of a renewed challenge to the discounters.
The new strategy comes as part of the retailer’s Project Renewal, and moves away from its traditional approach of discounting a few high-volume lines.
Instead, the retailer has chosen to discount multiple lines across the category, and will directly compete with Aldi on key lines such as potatoes, berries, and front-of-house promotions.
Speaking in an exclusive interview with FPJ, produce category manager Charlie Mills said the new wave of price cuts will resonate with customers, and boost sales across the category.
“What we used to do is pick five lines with big volumes, and spend the money on those lines. So cucumbers might have gone down to 40p, for example. It’s a good deal, but does it resonate with customers? I don’t think so. What I prefer to do is spread the investment across loads of lines, so three weeks ago we did that.”
Since the new price cuts have landed, Mills said sales have spiked, including on pineapple where sales rose 600 per cent after it was reduced to 50p.
For the full exclusive interview with Asda, see the next issue of FPJ, out 21 October.
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