
Asda has pulled its Aldi and Lidl price match scheme after just 12 months in the latest move by returning executive chair Allan Leighton.
It comes as the supermarket is gearing up to launch its largest Rollback price cuts campaign in years as it fights to revitalise its performance.
An Asda spokesperson told The Grocer: “We’re focussed on our own great Asda Prices not competitor comparisons.
“We’ve started 2025 as we mean to go on by cutting prices on thousands of products and there’s much more to come with Rollback.”
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Asda was the first grocery chain to price match against the two discounters, while rivals Tesco and Sainsbury’s only favoured Aldi. The supermarket had 400 products included in the initiative as of June last year.
It is believed that Leighton wants to seize back control over Asda’s messaging in his quest to turn around the supermarket’s fortunes.
The relaunch of Rollback, which has been associated with the supermarket since the 1990s, will be backed by a major advertising campaign, including the That’s Asda Price slogan and pocket tap.
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