UK supermarket chain Asda is intensifying its focus on delivering value to its customers by slashing prices on 1,500 products available in its physical stores and through its online platform.
The surge in Rollback price reductions brings the total number of products that have seen price decreases close to 10,000 – almost one-third of Asda’s full product lineup, – since the retailer re-instated its pricing strategy at the start of 2025.
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Shoppers can expect to see discounts across a variety of categories. On average, prices will be cut by 22%, with selected items seeing drops of as much as 45%.
The price reductions range from dairy to personal care essentials.
Asda executive chairman Allan Leighton stated: “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.”
Furthering its commitment to easing the financial strain on consumers, Asda has also implemented an immediate reduction of 4p per litre on fuel at all Asda and Asda Express petrol stations.
In January 2025, Asda unveiled a significant price reduction campaign, the Big Jan Price Drop, which saw more than 2,500 essential products experience an average price drop of 26%.
