Asda has become the first UK supermarket to match both Aldi and Lidl on price across what it called a “broad range of popular everyday products”.
Launching today, Asda said it would be price-matching both the discounters on 287 products, reducing prices by an average of 17%.
Prices will be matched across household staples such as milk, bread, cheese, tea, coffee, fresh meat, fruit and vegetables, baked beans, pasta, rice and breakfast cereals.
The grocer said the Aldi and Lidl Price Match will run alongside its other customer value propositions, such as Price Drop and Asda Rewards.
Asda also continues to add products to its M&S Taste Match campaign, while customers can also use Asda Rewards to add pounds, rather than points, to their Cashpots every time they shop.
David Hills, Asda’s chief customer officer, said: “Asda has over 50 years’ heritage as the customer champion and we understand we have an important role to play in local communities to help families get the most from their budgets.
“We have launched Aldi and Lidl Price Match to help them save both time and money. Our customers can trust that they will get uncompromising value every day at Asda and George – on everything from food and clothing to homeware and Cashpot rewards, as well as the lowest prices on supermarket fuel.
“And, because we know their time is as stretched as their budget, we’re making shopping with us as easy as possible – whether that’s in our large stores, our growing Asda Express convenience stores or online.”
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