Asda has announced another round of price cuts as it battles to win back shoppers after a prolonged run of dismal sales performance.
The latest reductions cover 1,500 “family favourite products” and means its renewed Rollback initiative launched in January has spread to 10,000 products – almost a third of Asda’s entire range.The latest cuts are across multiple categories and include a 44% reduction in the price of Philadelphia Soft Cheese (165g), a 34% cut in Nestlé Munch Bunch (340g), and a 34% drop in the cost of Head and Shoulders (2 in 1 – 330ml). The reductions also include own-label lines such as Asda Little Angels Nappies, down 16%.
Earlier this week, the value of shares in Tesco, Sainsbury’s and Marks & Spencer fell by a total of around £4bn amid fears that Asda will sacrifice profit in a grocery price war to win back market share.
After announcing year-end results last Friday, Asda’s new Chairman, Allan Leighton, noted that he had “a pretty significant war chest” to tackle several years of weak trading at the supermarket. He also promised “a big investment” in the business even though it would “materially reduce our profitability this year”.
The retailer plans to add thousands more products at regular intervals to its Rollback scheme in order to move its entire offering to a new low ‘Asda Price’ by the end of 2026. Leighton has said that the aim was for Asda to be 5% to 10% cheaper than its rivals, though regaining customers’ trust would take time.
Commenting on the latest round of cuts, he said: “Last week, we signalled again our absolute commitment to lowering prices for customers, and today, we’re further delivering on that promise. By rolling back prices on thousands more products, we’re making it even easier for our customers to save. Nearly 10,000 products have now been rolled back, and we will continue to invest in lowering prices across the rest of the year and beyond.”
NamNews Implications:
- For anyone harbouring any doubts re Asda intent
- “a pretty significant war chest”
- “a big investment”
- “materially reduce our profitability this year”.
- This says it all..
- i.e. Asda are going to the wire
- Be warned…