The price war on groceries has intensified as Asda has announced it is to slash the price of thousands of lines.
Some 3,000 products - including fruit - are to be cut and bananas have already been lowered in price to 52p a kilo.
Asda will also launch a £5 "thank you" voucher for every customer who spends £40 in the store during the week starting today to redeem off their next £40 shop.
The voucher, which can also be claimed after a £40 online shop, and lower prices come after Tesco launched its own £500 million price-cutting campaign and Sainsbury's unveiled its Brand Match scheme.
Asda dismissed the idea of a price war, a spokesman for Asda said: "Other stores don't want a price war, they only want a skirmish over price perception. There is no price war because no other stores showed up to win."
Tesco lost market share and Asda remained stagnant in the 12 weeks to October 2, while discount-focused retailers Aldi, Lidl and Iceland all increased their hold, according to Kantar Worldpanel data released last week.
Sainsbury’s Brand Match scheme was extended last week, further turning up the heat in the battle for footfall using price.
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