Overview
- The reductions span core groceries, household goods, non-food items and 49 'Free From' lines, averaging about 6% with some cuts approaching 30%.
- Named examples include Yorkshire Tea 240-pack to £5 from £6.32, own‑brand gravy granules to 69p from £1, and a Chicken Tikka Masala ready meal to £1.57 from £2.40.
- The cuts are live in-store and online and sit alongside 3,452 existing Rollback offers under the Asda Price programme.
- Asda says the initiative supports strained budgets, citing its Income Tracker showing a £74 weekly shortfall for lower-income households as food-price inflation runs near 5%.
- Analysts report the move could trigger sharper festive discounting across rivals, while Asda also flagged temporary availability issues after a delayed IT upgrade and named Chris Chalmers to lead customer data and loyalty from January 2026.