Asda announces discounts on 10,000 products, besting competitors

A UK supermarket has announced big discounts on 10,000 products, making it cheaper than both Aldi and Lidl. Asda has become the top choice for grocery shopping, with a basket of eight essential items costing £12.71, which is less than what Aldi and Lidl charge. This year, Asda has claimed the title of the lowest-priced supermarket six times. The items tracked in price comparisons include everyday essentials like milk, bread, and chicken. This marks a significant change for Asda, which used to be viewed as one of the pricier supermarkets. Since taking over as executive chairman in November, Allan Leighton has focused on lowering grocery prices. Asda has brought back its Rollback promotions to reduce prices on various products. Recently, they announced price cuts of up to 45% on popular household items. In 2023, Asda has cut prices on nearly a third of its products. A recent comparison found it to be the most affordable traditional supermarket, even factoring in competitor loyalty discounts. Some notable price drops include Philadelphia Soft Cheese, which is now £1.16, and Clover spread, now £1.52. Despite its success, Asda has questioned the limited selection of products used in price tracking, stating that its broader Just Essentials range offers the best value. Allan Leighton emphasized the supermarket's commitment to lower prices for customers. Other supermarkets, including Aldi, have pushed back against the rankings, citing differences in quality and packaging. Nonetheless, Asda's strategy appears to be helping shoppers save money amid rising living costs.