Asda has revealed that it will be price matching Aldi and Lidl on almost 300 grocery items in its supermarkets.
In total, it will match the prices of 287 items which means five items have gone up in price, 58 are unchanged, and 224 have decreased by an average of 17%.
Grocery items that will see a decrease in price as a result of this move include breakfast cereals, fruit and fresh meat.
For example, an 80-pack of Asda Golden tea bags, which used to cost £2, will now be £1.39, the PA News agency reports.
Asda said it will check the prices of comparable products sold in Aldi and Lidl twice a week and match its price to the cheapest of the two.
The price match will be done on a proportional basis if there are no equally sized packets in the rival stores.
Aldi and Lidl price match launched to help save customers 'both time and money'
Speaking on the move chief customer officer David Hill said: “Asda has over 50 years heritage as the customer champion, and we understand we have an important role to play in local communities to help families get the most from their budget.
“We have launched Aldi and Lidl Price Match to help them save both time and money.”
The plan excludes multi-buy offers and prices which are only available for members, the supermarket added.
In response to Asda's plan, Lidl said in a statement: "Giving all households access to great food at the lowest prices is a commitment we have kept for almost 30 years now.
"This commitment not only applies to our full range of products, but to every single Lidl store across the country too."
Traditional major supermarkets such as Asda have been under pressure from the likes of Aldi and Lidl who have made their name offering lower prices, so have picked up a decent amount of market share.
Asda still has the third largest share of the grocery market, at 13.6%, according to the most recent 12-week data from Kantar whilst Aldi had 9.3% and Lidl had 7.7%.
However, 10 years ago Asda had a 16.9% share of the market while Aldi had 4% and Lidl had 3.1%.
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules hereLast Updated:
Report this comment Cancel