Asda is cutting the price of 226 own-label products to futher support families during the cost-of-living crisis.
The items, which include fresh fruit and vegetables, frozen meat and fish, cupboard staples and ready meals, have been reduced by an average of 9%.
This comes as the latest Asda Income Tracker shows that 40% of UK households had negative disposable income last month.
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The price reductions, which are effective from 21 July in stores and online, run alongside the Big 4 grocers summer price lock campaign to freeze prices of 500 branded and own-label products until the end of August.
The supermarket has also extended its ‘Kids Eat for £1’ café meal offer for the rest of 2023, and added a selection of half priced adult meals to the menu.
Asda chief commercial officer, Kris Comerford, said: “We know that families are continuing to feel the pinch financially – especially as they head into the summer holidays – and are looking for help to make their grocery budget stretch further.
“Whenever there is an opportunity to help them make their money go further by lowering prices we will continue to do so.”