UK | Asda has announced the highly anticipated return of its iconic Rollback proposition, marking the beginning of a significant investment to lower prices across its entire range.
This move underscores Asda’s commitment to helping hardworking families and everyday shoppers access affordable essentials without compromising on quality.
With the reintroduction of Rollback, Asda is slashing prices on more than 4,000 customer-favourite products, both in-store and online, with an average discount of 25 percent. From fresh produce and household staples to snacks and personal care items, every category is included — ensuring that every basket is packed with savings. Additionally, Asda Express stores are part of the initiative, making it easier than ever for customers to benefit from lower prices wherever they choose to shop.
To further solidify its position as the UK’s best-value supermarket, Asda has gone the extra mile — pricing many Rollback products 5% lower than competitor promotional prices. This ensures that customers don’t just save — they save more at Asda than they would elsewhere.
As part of a long-term pricing strategy, Asda will continuously expand the Rollback programme, adding thousands more products at regular intervals. This forms the foundation of a broader plan to introduce an all-new, permanently low ‘Asda Price’ across its full range — helping families stretch their budgets even further.
“Asda was built upon helping hardworking families save money, and we’re refocusing on that mission by bringing back Rollback and Asda Price," said Allan Leighton, Asda’s Executive Chairman.
"We’re lowering prices throughout our stores and online to make Asda the cheapest traditional supermarket, returning to what makes Asda special — delivering unbeatable value to the customers and communities who count on us."
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