Asda has abandoned its price match guarantee against Aldi and Lidl just one year after introducing it, focusing instead on its own 'great prices' strategy. The supermarket chain has reassured customers that they will still benefit from numerous special offers and discounts.
Asda has decided to discontinue its Aldi and Lidl price match promise, just one year after its implementation. The supermarket will now focus on its own 'great prices' strategy rather than matching competitors' prices. Customers have been informed that the scheme, launched in January 2024, is now 'finished'. A message to shoppers reads: 'Our Aldi Lidl Price Match has now finished, but don't worry, we've got plenty of special offers across our entire groceries range.
Just visit our offers page to find out more.' Speaking to Grocery Gazette, an Asda spokesperson emphasized the company's dedication to its own pricing strategy, stating: 'We've started 2025 as we mean to go on by cutting prices on thousands of products and there's much more to come with Rollback.' Initially, Asda's price match initiative encompassed 287 items, aligning prices with Aldi and Lidl both in-store and online. This move mirrored similar strategies employed by other retailers like Sainsbury's and Tesco. In a bid to solidify its position in a fiercely competitive market, Asda is preparing for its most substantial Rollback campaign in recent history, guided by new chairman Allan Leighton. According to The Grocer, the supermarket giant is planning a new advertising campaign, promising significant price reductions on a diverse range of products available in both physical stores and online, as reported by Birmingham Live. Following Asda's 'Big Jan Price Drop' earlier this year, which offered customers an average saving of 26 percent across various products, the supermarket chain continues its rivalry with competitors such as Tesco, Sainsbury's, Morrisons, and budget-friendly options like Lidl and Aldi. Just last week, Asda strengthened its leadership team with several key senior appointments, reaffirming its commitment to 'satisfy the daily and weekly shopping needs of ordinary working people who demand value.
ASDA PRICE MATCH COMPETITION ROLLBACK CAMPAIGN SUPERMARKET
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