Major supermarket cuts prices of 4,000 products by up to 50%

A MAJOR supermarket has confirmed it is cutting prices on more than 4,000 products by as much as 50%.

Asda has introduced the price cuts at its more than 1,200 stores immediately, meaning your favourite items could be cheaper from today.

The supermarket is cutting prices by an average of 25%, but some prices will be slashed by up to 50%.

It added that many of its “family favourite” products will now be 5% lower than promotional prices at competitors, for example Tesco‘s Clubcard prices or Sainsbury’s Nectar prices.

The rollback is the first of a series of planned price cuts throughout the year in a bid to move Asda’s entire range to a new so-called “Asda Price” that aims to beat rivals.

Asda previously had an Aldi and Lidl price match scheme where it matched the cheapest price of the two discount supermarkets.

But now it is focusing on making its own prices the lowest on offer, including making some sizeable price cuts to branded products.

Some examples of major price cuts include slashing the cost of Birds Eye’s BBQ Chicken Grills by 50%, from £5.65 to £2.82 for 520g.

Ben & Jerries’ Luxury Cookie Dough ice cream has also dropped by 44% from £5.15 to £2.84 for a 465ml tub.

Philadelphia Light cream cheese has been cut by 45% from £3.25 to £1.78.

Meanwhile, Andrew Toilet Tissue Quilters (9 pack) is now £4.74, 27% cheaper than the previous price of £6.50.

Allan Leighton, Asda’s executive chairman, said of the price cuts: “We’re lowering prices throughout our stores and online to make Asda the cheapest traditional supermarket and in the process returning to what makes Asda special – delivering unbeatable value to the customers and communities who count on us.”

It’s not the first time in recent months Asda has dropped prices on products.

It reduced the cost of 2,500 essentials at the start of this month as part of its “Big Jan Price Drop”.

The supermarket followed Morrisons which slashed the price of 100 essentials to match Aldi and Lidl.

Rising food prices

The rollback comes after a report from the British Retail Consortium (BRC) found food prices rose at their fastest face in nine months in January, with costs jumping 0.5% month-on-month.

Experts at the BRC warned the figure suggested prices could continue to rise this year, with recent forecasts predicting an increase of 4.2% in the second half of 2025.

Food prices have risen steeply over the past few years due to a number of factors including higher energy costs, supply chain issues caused by the pandemic and rising labour costs.

Budget pub chain Wetherspoons has hiked prices on most of its menu, with drinks typically rising by 15p and food by 30p, which boss Tim Martin had warned may happen following the government’s Autumn Statement.

But while food prices have generally risen, supermarkets are always keen to beat their competitors on price in a bid to keep loyal customers and lure others to switch to them.

Tesco made a raft of 200 price cuts to items in its Express stores, which are more expensive than its larger supermarkets, in November last year, lowering prices by an average of 10%.

Supermarkets are also making other strategic changes to their offerings in a bid to reinvest the money to keep their prices low.

Sainsbury’s announced last week it would cut around 3,000 jobs by closing its remaining in-store cafes and closing its bakery and deli counters.

Tesco is also reportedly cutting around 400 roles mostly focused around its bakery team, moving away from having staff bake goods inside the supermarket.