Asda has upped the ante in the electricals battle, with£10 million of price cuts and the introduction of Wal-Mart's budget Durabrand marque to the UK.
The retailer is also rolling out branded electrical products from Sanyo, Toshiba, Sharp and JVC to 235 of its 266 stores.
Previously, the brands were only available in the chain's 13 Supercentres.
Durabrand will be sold in all stores, and products include 28-inch Nicam stereo TVs for£189.82, DVD players for£29.94, and FM radios for£2.96. Durabrand has been jointly sourced by Wal-Mart and Asda buyers.
Asda general manager for electronics Dave Stewart said: 'The addition of Durabrand and our£10 million of price cuts will offer even more low prices without compromising on quality.'
The latest electricals price cuts follow an£18 million price investment made by Asda in the category in January.
The supermarket giant will back the lower prices with a national press campaign starting today.