Asda Vows to Stay ‘Cheapest’ with Rollback Pricing

Asda Rollback Pricing Strategy Aims for Lowest Prices

Asda has launched an aggressive price-cutting initiative with the return of Asda Rollback Pricing. This move aims to make Asda the cheapest full-range supermarket within two years. Executive Chairman Allan Leighton announced the strategy, reinforcing Asda’s commitment to affordability.

Major Advertising Campaign Featuring Joe Wicks

The Asda Rollback Pricing campaign is making a strong comeback with a major advertising push. Fitness expert Joe Wicks is the face of the initiative, highlighting Asda’s dedication to helping hard-working families save money. The campaign revives the iconic pocket tap and ‘That’s Asda Price’ slogan, first introduced in the 1990s.

Thousands of Products Added to Rollback

To maintain its price leadership, Asda will continuously add thousands of items to its Rollback offers. The supermarket promises that many products will be 5% cheaper than competitors, ensuring customers get the best value. Each discounted item will remain on Rollback pricing for 12 weeks before transitioning to a new permanent price. The savings will also be available in Asda Express convenience stores.

Competing for the Cheapest Supermarket Title

Following a tough 2024, Asda aims to reclaim its position as the best-value supermarket. The retailer recently abandoned its Aldi and Lidl price match scheme to focus on long-term price reductions. The new Asda Rollback Pricing plan represents a larger investment than previous promotions, ensuring better savings for customers.

Asda’s Commitment to Value

“Asda was built on helping families save money,” said Allan Leighton. “We are bringing back Rollback Pricing to lower prices across all our stores and online.”

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