Asda and Morrisons have launched their latest attempts to convince UK consumers they can offer value as the battle among the country's retailers continues.

Shoppers at Asda who spend at least GBP40 (US$63.10) will receive GBP5.00 off the next GBP40 they spend at the retailer by the end of the month. In a further move, Asda has cut the price of 3,000 grocery items.

"Other stores don't want a price war, they only want a skirmish over price perception," Asda said today (17 October). "There is no price war because no other stores showed up to win."

Meanwhile, Morrisons has launched a promotion that gives customers the chance to win GBP100. 'Morrisons Millions', which is open until 30 October, enters customers into a daily draw for every GBP1.00 they spend.

In addition, two customers will win a GBP25,000 prize. Winners will be announced on the retailer's website and in store.

Morrisons corporate marketing and operations director Richard Lancaster said: "At Morrisons we know how hard it is for our customers given the worsening economic situation. With Christmas fast approaching, Morrisons Millions is designed to give some much needed relief to 20,000 hard pressed families."