Supermarket Asda has highlighted that some soft-fruit lines are key to its latest round of price cuts in fresh produce, as part of the ongoing supermarket price war. Earlier in May the retailer announced new price cuts on 126 essential items which it said were worth £70m annually, as part of its ongoing efforts to reduce the price of shopping for its customers. Termed an ‘investment’ by the company it includes a reduction in the price of 400g of Asda strawberries from £2.50 to £2.00, and 250g Asda raspberries from £3.19 to £2.69.
Asda said that the fresh round of price cuts came on the back of its Lidl Price Match and weekly Mega Event Price Drops, which were launched earlier this year as part of the supermarket’s ongoing efforts to keep costs as low as possible for customers. Since January 2024, the retailer claims, ‘almost £40m has been invested in reducing prices for customers through these initiatives.’
At the same time, Asda’s Income Tracker shows that disposable income is actually growing for UK families, with the average disposable income up £21.50 per week compared to last year. ‘However, insight also shows that families are continuing to save any additional cash rather than spend, having seen savings eroded due to cost-of-living pressures,’ the retailer claimed.
Kris Comerford, Chief Commercial Officer at Asda, commented, “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 that 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 Asda Rewards programme, our customers can trust that they will get uncompromising value every day at Asda”.
