As customers feel the January squeeze, Asda has launched its biggest ever investment in lowering prices.

Asda launches its biggest ever ‘rollback’

As customers feel the January squeeze, Asda has launched its biggest ever investment in lowering prices.

Asda launches its biggest ever 'rollback'

The supermarket chain has announced that it will invest £300m in price cuts in the first quarter of 2015 – its biggest ever single price investment – to help customers in the new year.

The retailer is lowering the price of 2,500 household favourites in its biggest ever ‘rollback’. The move forms part of Asda’s five-year strategy to invest £1bn in lowering prices and £250m in quality.

Barry Williams, chief merchandising officer for food at Asda, said: “After a great Christmas with the family, January is the month we all start looking at the size of our waists and our wallets. We invest in price year-round but we’re kicking off January with our biggest ever rollback – spending £300m to bring more value across our stores and online on the products that customers buy week in, week out. We’re going further than ever before, rolling back those ‘everyday, can’t live without’ items at a bigger percentage than we’ve ever been able to do previously. With hundreds of products at 50p, and even more at 15% less than normal, we’re aiming to make a big difference for families in their weekly shop.”

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