Asda has become the first supermarket to price match both Aldi and Lidl.

From today, prices will be matched on 287 everyday grocery products.

Prices will be reduced by an average of 17% across items such as milk, bread, cheese, tea, coffee, fresh meat, fresh fruit and vegetables, baked beans, pasta, rice, and breakfast cereals.

The new initiative will run alongside the supermarket giant’s established customer value propositions including Price Drop and Asda Rewards, while it will also continue to add products to the M&S Taste Match campaign.

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Asda chief customer officer David Hills, who joined the grocer from Aldi in September, said: “Asda has over 50 years heritage as the customer champion, and we understand we have an important to play in local communities to help families get the most from their budgets.

“We have launched Aldi and Lidl Price Match to help them save both time and money. Our customers can trust that they will get uncompromising value every day at Asda and George – on everything from food and clothing to homeware and Cashpot rewards, as well as the lowest prices on supermarket fuel.”

He added: “Because we know their time is as stretched as their budget, we’re making shopping with us as easy as possible – whether that’s in our large stores, our growing Asda Express convenience stores or online.”

The move comes after the grocer paused its Home Bargains price match in November 2023 to review the impact of the campaign so far, looking at the performance of the lines included and the proposition as a whole.