Asda is helping its shoppers cut costs on more than 2,500 household staples in the post-festive season, with the launch of a new price-lowering campaign.

Dubbed the, Big Jan Price Drop, the supermarket giant’s new campaign offers an average 26% discount for products both in-store and online.

Items featured in the campaign include branded products such as Cathedral City Mature Cheddar, Dolmio Bolognese Sauce, and Persil Wonder Wash, as well as own-brand items such as Asda’s whole chicken and salmon fillets.

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Asda chief customer officer David Hills said: “We know that as we come out of the festive period, budgets can be a concern for many families.

“Our Big Jan Price Drop aims to ease that burden and make money stretch further for our customers, by reducing the prices of the products they’re buying week in, week out, continuing to offer uncompromising value to all.”

The news follows fellow supermarket Morrisons announcement it is to expand its Aldi and Lidl price match to include over 500 everyday products, such as coffee, eggs, olive oil.

Last year, Asda debuted its own price match with the two discounters, pledging to reduce its price across 287 comparable grocery products.