Asda announced on Tuesday that it is introducing its broadest price rollback for a decade, cutting prices on core produce lines such as potatoes, grapes and bananas, as well as almost 3,600 other lines.
According to the Leeds-based chain, its customer research showed that shoppers want more “permanent” price cuts, not “short-term promos”, and on the things they actually “want to buy each and every week”, rather than “phoney half-price deals” or “bogus BOGOFs”.
The price-cutting initiative comes after what a store spokeswoman described as a “solid” Christmas. She said: “The reductions are long-term cuts, with the vast majority lasting a minimum of six to 12 weeks. The average price of the product will be rolled back by 13 per cent. A small minority may have to revert in price, but our intention is to hold down prices on all rollbacks for as long as possible.”
Other produce lines featured include tomatoes, carrots, salad cress, strawberries, oranges, apples, lettuce, spring onions, kiwifruit, butternut squash and even some organic produce.
It means Asda is going head to head with Tesco, which last week unveiled special offers on 12,000 lines that the number-one retailer said would save its shoppers £280 million. But many lines are only slightly cheaper, such as 1p off a kilo of loose bananas at 98p compared to 99p a year ago, and the same reduction on a pre-pack of Gala apples.
No comments yet