Asda and Morrisons have both begun the new year with price cuts as they look to regain market share lost to Tesco and Sainsbury’s last year.
Asda’s ‘Big Jan Price Drop’ initiative will see reductions averaging 26% on 2,560 products throughout January. Products include Cathedral City Mature Cheddar 300g (was £3.75 now £2.50), Asda Chicken Breasts (was £4.40 now £4.00), Dolmio Bolognese 450g (was £2.50 now £1.50), and Persil Wonder Wash (was £7 now £3.00).
“We know that as we come out of the festive period, budgets can be a concern for many families,” said David Hills, Chief Customer Officer at Asda.
“Our Big Jan Price Drop aims to ease that burden and make money stretch further for our customers by reducing the prices of the products they’re buying week in, week out, continuing to offer uncompromising value to all.”
Meanwhile, Morrisons has started the new year by expanding its Aldi and Lidl Price Match scheme to include over 500 everyday essentials and bestsellers in stores and online.
New price-matched items include single cream, pasta sauce, carrots, semi-skimmed milk, rice, cheese, and chopped tomatoes.
Gareth Lloyd, Head Of Price at the supermarket, said: “We’re starting 2025 by doubling down on value for our customers. Expanding our Price Match means more of the essentials and brands customers love at the prices they expect, with the quality they trust from Morrisons.
“This builds on the savings and rewards we’ve introduced throughout the year – from price cuts to better deals for our More Card members. It’s all about helping shoppers get more for their money.”
Morrisons launched its Price Match scheme in February last year with around 200 products.
NAM Implications:
- Both retailers are ‘betting the ranch’ on price…
- …knowing that rivals are unlikely to sit on the sidelines.
- It all depends on who blinks first…
