Supermarket price wars: how are rivals answering Asda’s cuts?
Published on The Grocer
Asda is on the war path when it come to price, having last month announced cuts to 956 ‘family favourite products’.
It was the latest salvo in a price war waged by Asda since the start of the year, when it relaunched its Rollback campaign and chairman Allan Leighton vowed to undercut full-range rivals by 5%-10% by the end of 2026.
But those rivals were never going to take it laying down. So, how have they been responding to its recent round of cuts? Who is dropping the most prices and who is going the deepest?
Published on The Grocer, 18th November 2025
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