British supermarket chain Asda has unveiled a significant price reduction campaign, the Big Jan Price Drop, slashing the cost of thousands of frequently purchased items.  

The strategic move will see more than 2,500 essential products experience an average price drop of 26%, with the discounts accessible both in physical stores and online throughout January. 

The timing coincides with insights from the Asda income tracker, which indicates that while household spending power shows signs of improvement, the expected persistence of inflationary pressures could continue to challenge families into 2025. 

Asda chief customer officer David Hills said: “We know that as we come out of the festive period, budgets can be a concern for many families. Our Big Jan Price Drop aims to ease that burden and make money stretch further for our customers, by reducing the prices of the products they’re buying week in, week out, continuing to offer uncompromising value to all.” 

Asda is also extending its commitment to support senior citizens during the winter months by continuing its popular café "winter warmer" £1 meal deal through January and February.  

The initiative offers patrons aged 60 and over soup with a roll and unlimited tea or coffee for just £1 at any of Asda's 205 cafés nationwide.  

The programme has provided more than 400,000 meals to those in need of warmth and nourishment. 

In December 2024, Asda embarked on a pilot project involving electronic shelf edge labels at its Express store in Manchester city centre, UK.