Asda has paused its Home Bargains price match as it plans to review the impact of the campaign so far.
The grocer has said it will be looking at the performance of the lines included and the proposition as a whole.
Asda first launched its Home Bargains price match last year, mirroring the prices of more than 100 items sold at the discounter, including Sure deodorant, Surf washing powder and Huggies nappies.
However, the page that previously led customers to view the price matched products on Asda’s website now redirects to a different page listing the retailers departments, The Grocer reported.
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A spokesperson told Grocery Gazette: “We’re always listening to customers to ensure we’re offering them the best possible value and offers – and have paused the Home Bargains price match mechanic whilst we review its impact.
“That aside, in recent months, we have invested over £40m to reduce the prices on more than 600 popular products that our customers buy week in, week out. This is in on top of the regular investment to maintain our position as the lowest-priced traditional supermarket and deliver additional value through our Asda Rewards loyalty app.”
Home Bargains has widened its grocery offer in recent years and now has a variety of food items, with dedicated in-store areas for chilled, frozen and fresh products, as well as goods such as confectionery and soft drinks.
The discounter also opened in-store bakeries in 64 stores in March, offering items such as baguettes, tiger rolls, pastries, muffins and doughnuts.
