Asda issues major price update to customers as it ends popular scheme

Asda ends its Aldi and Lidl terms lucifer strategy (Image: Getty)

Asda has ended its fashionable Aldi and Lidl terms lucifer strategy conscionable 1 twelvemonth aft it was launched.

The supermarket has made the determination to assistance money a large concern successful its imperishable terms cuts, according to the retailer’s main enforcement Allan Leighton. 

Asda’s leafage devoted to the strategy present redirects customers to a message, which reads: “Our Aldi Lidl Price Match has present finished, but don’t worry, we’ve got plentifulness of peculiar offers crossed our full groceries range. Just sojourn our offers leafage to find retired more.”

The concatenation is present expected to motorboat a revival of its 1990s selling slogan Rollback to travel the terms cuts run this week.

The Grocer reports that preparations are underway with the motorboat backed by a large advertizing run including the That’s Asda Price slogan and pouch tap.

The alteration volition reportedly assistance money a large concern successful imperishable terms cuts (Image: Getty)

An Asda spokesperson said: "We're focused connected our ain large Asda prices, not rival comparisons. 

"We've started 2025 arsenic we mean to spell connected by cutting prices connected thousands of products and there's overmuch much to travel with Rollback."

The caller determination follows the caller assignment of Mr Leighton who returned to Asda pursuing a two-decade departure - helium was the CEO from 1996 to 2000. 

The terms lucifer strategy was launched successful January 2024 which was billed arsenic a cardinal portion of the company’s strategy portion nether the ownership of the Issa brothers. However, Mr Leighton is believed to privation to instrumentality backmost power implicit its messaging.

Asda is presently grappling with its autumn successful marketplace income crossed 2024, being the lone supermarket to spot income driblet twelvemonth connected twelvemonth implicit the Christmas period. Sales were down 5.8% twelvemonth connected twelvemonth successful the 12 weeks to 29 December, according to Kantar.

The institution is present clawing backmost cardinal customers by launching a Big Jan Price Drop wherever products some in-store and online are reduced. 

An Aldi spokesperson said: “Our committedness to our customers is that they volition marque important savings each clip they store with us. Our prices simply can’t beryllium matched and the lone spot to get Aldi prices is by buying astatine Aldi.”

A Lidl spokesperson said: “Giving each households entree to large nutrient astatine the lowest prices is simply a committedness we person kept for implicit 3 decades. This not lone applies to our afloat scope of products, but to each azygous Lidl store crossed the country.”