ASDA on Monday, 8 January, began its most intensive price campaign, slashing prices by £52m over the first 80 days of the year.
Go deeper with GlobalData
And ASDA won’t just roll back prices. On Monday it also started to introduce the first of 400 ‘Smart Price’ food products, Wal-Mart’s new £450m budget brand. ‘Smart Price’ will ensure that ASDA’s best value products will never be beaten on price by any other retailer, including the UK’s continental discounters.
From crisps to chips, cat food to chardonnay, tomorrow’s price cuts will take place in almost every aisle. For example, Coca-Cola 12-packs are rolled back from £3.84 to £2.98, Heinz sponge puddings come down from 92p to 84p, Chilean chardonnay is reduced from £3.48 to £2.98.
A significant chunk of ASDA’s initial new year price investment will be in its new Smart Price products. For example, a tin of rice pudding will be just 17p compared to 19p for the equivalent Farm Stores tin; 396g of ready to serve custard is now just 23p, compared to a previous price of 27p.
But the launch of ASDA Smart Price will also succeed in squaring the price and quality circle. While Smart Price products will be stunning value, ASDA has also assessed every individual line to ensure that each item sets new quality standards for the ‘budget’ sector.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataNews of these price cuts come on top of six weeks packed with good news for ASDA. In December it overtook J Sainsbury to become Britain’s second biggest grocer, based on volume market share. In the same month it retained its title as supermarket of the year for the fourth time and last week Which? readers put the superstore top on value for money and low prices.
ASDA’s chief operating officer Paul Mason said “With all these accolades we must be getting it right but we’re not complacent – there’ll be no let up in our drive to stay Britain’s best value superstore.”
Editors’ Notes:
Example Price Cuts
Product | Old Price | New Rollback Price |
ASDA Low Fat Crisps 10 pack | £1.15 | 98p |
Andrex 4s | £1.97 | £1.87 |
Uncle Bens 2 Step Sauces 400g | £1.48 | 98p |
Felix Original Chunk 400g | 46p | 43p |
Lucozade 1l | £1.49 | £1.11 |
Heinz Sponge Pudding Sticky Toffee 310g | 92p | 84p |
Coca Cola 12x330ml | £3.84 | £2.98 |
Colmans Apple Sauce 250ml | 79p | 68p |
Colmans Mustard 150ml | 79p | 68p |
Bounce 40s Spring Fresh | £3.99 | £2.98 |
Jif Mousse Bathroom 600ml | £1.54 | £1.34 |
ASDA Chilean Chardonnay 75cl | £3.48 | £2.98 |
Macleans Whitening 100ml | £3.15 | £2.37 |
Example Smart Price Products
Smart Price Product | Old Farm Stores Price | New Smart Price |
Rice Pudding 425g | 19p | 17p |
Batter Mix 128g | 15p | 12p |
Ready to serve custard 396g | 27p | 23p |
Coffee Powder 100g | 68p | 66p |
Salad Cream | 26p | 24p |
Basmati Rice 1kg | £1.38 | £1.16 |
Milk Chocolate 100g milk/plain | 32p | 28p |
Bourbon Creams 400g | 45p | 39p |
- The full range of ASDA ‘Smart Price products will be available by the end of January. Smart Price is one of three new Wal-Mart brands being introduced into the UK. The first, ASDA ‘Great Value’, a new name for own-label food products, was launched last year.
