Asda invests £23m in price cuts on more than 400 products

The grocer is lowering prices by an average of 11% on some of its popular products, including household staples such as bread, cheese, cereals, pasta, fish fingers, sausages, chicken breasts, nappies and infant follow-on milk.

The new round of price cuts follows a £13m investment made by the supermarket last month to slash prices on more than 200 own-label products by an average of 9%.

The latest income tracker shows that budgets are still under pressure from rising living costs despite the rate of inflation slowing. Family disposable incomes remain lower than before the cost-of-living crisis – down by an average of more than £100 per month compared with July 2021. 

Asda chief commercial officer Kris Comerford said: “While the headline inflation rate may have eased slightly last month, our own data tells us that many customers are continuing to struggle with rising living costs. 

“We have targeted this latest price investment on the products that our customers buy week in and week out, to help their shopping budgets stretch further. We’re also continuing to work closely with our suppliers and whenever there is an opportunity to pass on commodity price savings to customers we will do so.”