Asda makes biggest price cuts in a decade

Asda has declared a war against “phoney price claims” made by supermarkets and has started what it claims is its biggest price rollback for a decade as it warns rivals the sector risks being tarred with the same negative brush as banks.


Throughout January, Asda says it will roll back the price of 3,600, or one in five, essential products and staples across branded and own brand products, signalling the widest price cutting drive in ten years which it says will benefit every customer.

The supermarket says it has carried out extensive research asking customers what products they would like to see reduced and their concerns going into the New Year.

Following the research, Asda is making “long-term” price cuts which say are more worthwhile than “short term promos, phoney half price deals and bogus BOGOFs”.

Rick Bendel, Asda’s chief marketing officer says: “Our customers told us loud and clear what they wanted us to include in this rollback. But they have diverse needs, which is why this is our biggest campaign for a decade, on the widest range of products.”

“They hate it when items are on a short-term promotion aren’t available when they need them. Instead they want to see more permanent reductions that deliver on our promise to have low prices every day, and every week of the year.”

The supermarket has launched a three-point checklist to help customers get value for money in 2010. It says customers shouldn’t have to pay more depending on where they live and highlights Asda’s national price promise. It also says customers should watch out for gimmicky offers that are too good to be true, and advises shoppers not to trust buy-one-get-one-free offers which may hide inflated prices.

Darren Blackhurst, Asda’s chief merchandising officer says: “People are sick and tired of being tricked and deceived by dodgy claims and bogus BOGOFs. Unlike our rivals we’re lowering prices on a more permanent basis on the products people want to buy not just products we want to sell them. We also want people to check our prices every time they shop. In fact we love it when they do, as all the independent price checkers show that Asda has more low prices than any other supermarket.”


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