Asda will take on Gillette, the leader in the &£160m men’s razors market, with the launch of its own brand disposable blades that fit Gillette razor handles.
The Asda Tri-Flex blades fit Gillette’s Sensor and Sensor Excel handles, and Asda handles.
The Asda razor will be sold at a lower price than Gillette’s Mach 3, the world’s first triple-blade razor, launched last October.
A four-pack of Tri-Flex razor blades with handle costs &£3.99 compared with &£4.99 for the equivalent Mach 3 package; four Tri-Flex blades cost &£3.49 and &£6.49 for eight compared with Mach 3’s &£4.99 for four and &£8.99 for eight.
An Asda spokesman says: “Most shaving systems restrict the use of blades to their own handles, so if customers don’t want to spend &£5 on a new handle they can’t try the new blades.”
He adds: “The launch of an affordable triple blade is certainly an interesting development which we are proud of.”
No one was available for comment at Gillette.
Asda is well known for discounting premium products and challenging what it considers unfair pricing.
The supermarket has been selling grey market goods, such as Levi’s and Nike products.
Asda has also launched cut-price campaigns on medicines, electrical goods, perfume, computers and books.