UK: Asda launches “biggest price rollback” for decade
By: Michelle Russell | 5 January 2010
UK retailer Asda has announced a raft of price cuts across its stores in what it claims is its biggest price rollback for a decade.
The retailer today (5 January) said it was also upping the ante in its campaign to "rid the industry of phoney price claims", with the publishing of a "three-point" customer checklist.
Asda's "checklist" advises consumers that they should not pay more depending on where they live, not to fall for "gimmicky price claims" and not to trust 'buy one get one free' offers.
Throughout January, prices will be cut on 3,600 products in Asda stores, including potatoes, bananas, milk, rice, bread, cheese and yoghurt.
Asda said the reductions are long-term cuts, with the vast majority lasting a minimum of six to 12 weeks and the average price cut around 13%.
"People are sick and tired of being tricked and deceived by dodgy claims and bogus BOGOFs," Darren Blackhurst, Asda's chief merchandising officer.
"Unlike our rivals we're lowering prices on a more permanent basis on the products people want to buy not just products we want to sell them. We also want people to check our prices every time they shop."
Asda said some of the "phoney" price include a Tesco pre-Christmas promotion selling a 'half price' Bernard Matthews turkey cut from GBP40 in a handful of stores to GBP20, but which was on sale at GBP20 in other Tesco outlets originally.
Sectors: Baby food, Bakery, Chilled foods, Confectionery, Dairy, Fresh produce, Frozen, Meat & poultry, Natural & organic, NPD & innovation, Retail, Seafood, Snacks
Companies: Asda, Tesco, Bernard Matthews
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