Asda opens new front in price war against Aldi and Lidl

Asda has stepped up the price war against the discounters by claiming to be the first supermarket to price match both Aldi and Lidl across a broad range of popular everyday products, including fresh produce.

From this week, Asda is price matching Aldi and Lidl on 287 comparable grocery products and has reduced prices by an average of 17 per cent, to match whichever discounter has the lowest price on these products.

A range of core household staples such as fresh fruit and vegetables, milk, bread, cheese, tea, coffee, fresh meat, baked beans, pasta, rice and breakfast cereals are included in the discounter price match.

Cheaper fruit and veg

Among the prices revealed by the supermarket, 1kg of carrots will drop 26p to 39p, a six-pack of Jazz apples falls 11p to £1.89, and a kilo of loose bananas is down 9p at 90p.

The Aldi and Lidl Price Match will run alongside Asda’s existing value propositions, including Price Drop and Asda Rewards.

The retailer noted that it will also continue to add products to its M&S Taste Match campaign, which promises M&S taste at Asda prices. 

David Hills, Asda’s chief customer officer, said: “Asda has over 50 years heritage as the customer champion, and we understand we have an important role to play in local communities to help families get the most from their budgets.

“We have launched Aldi and Lidl Price Match to help them save both time and money. Our customers can trust that they will get uncompromising value every day at Asda and George – on everything from food and clothing to homeware and Cashpot rewards, as well as the lowest prices on supermarket fuel.

“And because we know their time is as stretched as their budget, we’re making shopping with us as easy as possible - whether that’s in our large stores, our growing Asda Express convenience stores or online.”