Overview

• Asda reduced prices on 249 product lines across UK stores, with 197 fresh-food items such as meat, fish, poultry and produce included.
• The newly cut lines fall by about 7% on average, with some reductions reaching 50%, including Extra Special Jumbo King Prawns dropping to £2.12.
• This tranche follows more than 1,000 reductions announced last week as part of a broader effort to restore the “Asda Price” reputation ahead of the festive period.
• Executive chairman Allan Leighton has pledged to make Asda 5% to 10% cheaper than main rivals and to invest significantly to win back customers.
• Asda cites Cebr’s Income Tracker showing food and drink inflation at 5.1% and a £74 weekly shortfall for lower‑income households, while reports suggest rivals are preparing responses with investor jitters noted at Tesco and Sainsbury’s.