Asda is lowering prices on essentials as Ramadan approaches, in a move to support British Muslim families.

Ramadan is expected to begin on February 17 and end on either 18 or 19 March, depending on the sighting of the moon.

The Rollbacks will run across a range of household staples, including Laila Basmati Rice 10kg for £12 and KTC Vegetable Oil 5L for £6.75.

According to research by Nano Interactive, 44% of British Muslims describe themselves as brand loyalists, which drove Asda’s decision to discount popular and trusted lines.

Other items on promotion include a 10kg bag of Elephant Atta Medium Flour for £6, 325g of Cofresh Bombay mix for £1 and 24x 330ml Rubicon Sparkling Mango in the mix & match offer with two for £14 deal.

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These discounted offers are now available in Asda stores nationwide and online until 22 March.

Additional products which can be found within the promotion are:

• Pakeeza Lassi Mango 330g for £1
• Riyas Paneer 500g for £3.90
• Asda Washed Potatoes 7.5kg for £3
• Sofra Medjool Dates 908g for £8
• Regal Rusk Original 18 pack for £2.25
• TAJ Diced Ginger 200g for £1
• TAJ Diced Garlic 200g for £1