Strawberries and raspberries are both selected for discounting

Asda has announced a £70m round of price cutting on 126 essential items, with fresh produce among the lines selected for discount.

Asda is cutting prices again

Asda is cutting prices again

The latest price drive sees products reduced by an average of 11 per cent, with examples including a 400g pack of Asda strawberries, 50p off at £2, and a 250g pack of raspberries, also 50p off at £2.69.

The move is the latest as Asda looks to keep prices low for customers and compete at the sharp end of the retail price war. It is already running Aldi Lidl Price Match and weekly Mega Event Price Drops, and the supermarket pointed out that since January 2024 almost £40m has been invested in reducing prices for customers through those initiatives.

The latest insight from the Asda Income Tracker shows that disposable income is growing again for UK families, with the average disposable income up £21.50 per week compared to last year. However, the research also indicates that families are continuing to save any additional cash rather than spend, having seen savings eroded due to cost-of-living pressures.

Kris Comerford, chief commercial officer at Asda, said: “We know families are still working hard to make their budgets stretch as far as possible, which is why we’re investing even further in driving down the cost of everyday essential items - the things we know our customers are putting in their baskets week in, week out.

“Through this latest investment, alongside our existing Price Drops, Aldi Lidl Price Match, Fab 5 and our Asda Rewards programme, our customers can trust that they will get uncompromising value every day at Asda.”