Asda has lost its mojo and has a big fight to get it back
Published on The BBC
The revival of Asda.
Asda is now in the midst of a turnaround.
But, judging by the industry data, there’s been little sign of traction. The question is, does it simply need more time, or will it be unable to win customers back?
The company has brought in the man who helped rescue Asda from the brink of collapse some thirty years earlier, to revive its fortunes.
Allan Leighton was appointed executive chair in November 2024, then aged 71. His big plan? The revival of Asda Rollback, the price campaign which he deployed, successfully, in the ’90’s.
“Rollbacks” are temporary price reductions. This time round, after the Rollback ends, the products are then moved to a new “Asda Price” which are “guaranteed” to be lower than the original pre-Rollback price.
Leighton said his aim was to make Asda 5-10% cheaper that the other traditional supermarkets by the end of 2026, and he was prepared to take a big hit on profits, in the short term, to achieve it.
One year on from its launch, Asda’s pricing has improved. Data provided to the BBC by retail research firm Assosia shows that Asda’s prices on more than 30 branded items were mostly cheaper than Tesco, Sainsbury’s and Morrisons based on promotional deals over the festive quarter.
Published on The BBC, 1st February 2026.
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