Major supermarket promises to match prices of Aldi and Lidl on hundreds of items.

Asda has recently announced that it will be launching a new Price Match initiative. Through it, customers will be able to save an average of 17% on 287 different day-to-day items such as cheese, tea bags, chicken, fish, fruit, and vegetables. This has been done to help the supermarket stay competitive with budget supermarket chains Aldi and Lidl.

Asda will check the prices of comparable grocery products twice a week, and match whichever store offers the lower price. Even if the size or weight of certain items makes this difficult, the supermarket will still match prices on a 'pro-rota' basis. This has led to savings of up to £1.36 per item, such as Asda's Whole Chicken which has fallen from £5.40 to £4.04, or their Chicken Breast fillets which have dropped from £5.40 to £4.32, and their salmon fillets being reduced from £4.80 to £3.79.

David Hills, Asda's chief customer officer, said: 'Asda has over 50 years of 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.'

This Price Match initiative is running alongside Asda’s established customer value propositions, including Price Drop and Asda Rewards. Customers using Asda Rewards will also benefit from adding pounds, not points, into their cash pots every time they shop.

Will this price match initiative influence your choice of supermarket? It could be a great way to save money and time when shopping. With all these changes, it's clear that the supermarket giants are looking to remain competitive and provide customers with the best value possible.

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