Asda has announced the return of its iconic Rollback proposition as part of a significant investment to begin lowering prices across its entire range.
The new programme forms the cornerstone of Asda’s mission to satisfy the daily and weekly needs of ordinary working people and their families who demand value whenever they shop.
Asda is Rolling back prices on more than 4,000 popular products both in stores and online, with an average discount of 25%.
To offer even greater value, many of these family-favourite products are 5% lower than competitor promotional prices. Every category in the store is included, as well as Asda Express stores, meaning customers will save on their whole basket whenever and wherever they shop.
Asda will add thousands more products to Rollback at regular intervals during the year as part of its plan to move its entire range to a new low ‘Asda Price’.
Allan Leighton, Asda’s Executive Chairman, said: “Asda was built upon helping hard working families save money and we’re refocussing on that mission by bringing back Rollback and Asda Price.
“We’re lowering prices throughout our stores and online to make Asda the cheapest traditional supermarket and in the process returning to what makes Asda special – delivering unbeatable value to the customers and communities who count on us.”
