UK supermarket group Asda is cutting the cost of its milk to GBP0.50 (US$0.94) for two pints this weekend.
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The 38% price cut is across whole, semi-skimmed and skimmed fresh milk where the price of two pints is being cut from GBP0.80.
The discount will be available in all 329 stores from Friday to Sunday inclusive, the retailer said.
“We are totally committed to giving our customers the lowest prices in Britain every day of the year, and with our latest monthly income tracker showing the average family in the UK is now GBP14 a week worse off than this time last year, that’s never been more important,” said Darren Blackhurst, Asda’s trading director.
“Customers are telling us this is the time of the month they’re really starting to feel the pinch and that’s why we’re investing in price cuts where they really count, on everyday essentials like milk, bread & butter, meat & veg.”
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By GlobalDataMilk has been one of the core grocery products hit hardest by inflationary pressures in recent months with the price going up by around 21% in the last year.
The retailer said it is also cutting the cost of four pints to a pound, down from GBP1.44, and the price of six pints to GBP1.50, down from GBP2.12.
Asda’s move comes hot on the heels of a wave of pricing activity on milk.
On Monday, Tesco introduced a new brand of Fresh n Lo semi-skimmed milk for GBP1.06 in a bid to help consumers on a “tight budget”.
The retail giant claims the two-litre milk is GBP0.10 per litre cheaper than standard milk sold in by other big retailers.
