Asda has cut the prices of more than 200 of its own-label products in a bid to continue supporting families during the cost-of-living crisis.

The retailer has announced that 226 of its products have been reduced by an average of 9% across “a host of fresh fruit and vegetables, frozen meat and fish products, cupboard staples and popular ready meals”, effective from July 21.

Asda said the price cuts are part of its “ongoing investment to save customers money” during the current economic crisis.

The announcement came as Asda’s income tracker showed that 40% of UK households had “negative disposable [income] last month”, according to the latest statistics.

The latest round of price cuts follows Asda’s prize freeze on more than 500 own-brand products announced last month, which was rolled out until the end of August.

Asda chief commercial officer Kris Comerford said: “We know that families are continuing to feel the pinch financially, especially as they head into the summer holidays, and are looking for help to make their grocery budget stretch further.

“Whenever there is an opportunity to help them make their money go further by lowering prices we will continue to do so.”