Asda is to roll back prices this week as it gears up for a supermarket price war over the key Easter trading period.

The grocer has slashed prices as part of its commitment to cut 12,500 prices by Easter. Product include fresh fish, meat, frozen desserts, soft drinks, alcohol, DVDs, George clothing and toys. It also still has Easter eggs available from 68p, and six hot cross buns for 27p.

Asda chief executive Andy Bond said: “We promised earlier this year to slash the price of Easter, and that’s exactly what we’ve done. Prices have tumbled across the entire store. The sheer scale of our price cuts mean that no matter what you want to eat, do or wear over Easter, you can be guaranteed to get everything under one roof at Asda, for less than anywhere else.”

Some of the price cuts include packs of smoked salmon for 97p from £1.97, legs of lamb for £3.98 from £7.99 and beef joints for £3.97 from £8.48.

Meanwhile, Waitrose is launching a direct marketing campaign promoting its Easter offers, featuring tips from Waitrose executive chef Neil Nugent. The campaign, created by Kitcatt Nohr Alexander Shaw, highlights that customers can save a third off selected products.

Discount grocer Netto has also launched an Easter promotion, offering an Easter lunch with a bottle of wine and dessert for £3.98 per person.