US supermarket chain Asda has unveiled significant price cuts across a wide array of product categories, including essential groceries, household items and its Free From range.
The retailer has reduced prices on 956 products, with an average decrease of 6%, and some items experiencing reductions greater than 30%.
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Among the key items affected are pantry staples such as pasta, cooking sauces, tea and coffee.
Noteworthy price changes include Yorkshire Tea (a 240-bag pack), which has been lowered from £6.32 to £5, and Asda gravy granules, now available for 69p instead of £1.
Asda Chicken Tikka Masala (392g) has seen a price drop from £2.40 to £1.57.
The initiative also includes a 15% reduction on 49 products within the Free From category.
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By GlobalDataThe move follows findings from Asda’s latest income tracker, which highlights that lower-income households are facing a weekly shortfall of £74 between their earnings and essential expenditures.
These price cuts are in addition to the store’s current 3,452 Rollback deals.
Asda chief customer officer Rachel Eyre stated: “We understand the pressure families are under from rising living costs and we’re stepping up our support as we enter an expensive time of year for our customers.
“We’re cutting prices on the everyday products they rely on the most, helping them bring down their food bills and get even more value every time they shop with us. This is real support, where it counts.”
Concurrently, Asda has appointed Chris Chalmers as vice-president of customer data and loyalty, effective from January 2026.
Chalmers will be responsible for the strategic development and execution of the Asda Rewards loyalty programme, and overseeing digital and performance marketing for Asda.com and George.com.
His role will also encompass customer relationship management for both brands and the advancement of Asda’s customer data strategy.
Chalmers returns to Asda after previously serving as digital marketing director from 2012 to 2017.
He has also held marketing and digital roles at Tesco and Jet2, and is currently customer director for JD Sports.
Eyre commented: “We are pleased to welcome Chris back to Asda to oversee our customer data, loyalty and digital marketing strategy. This is a strategically critical role that will help us build stronger relationships with our customers through smarter use of data, improved digital experiences and a revitalised rewards programme.”
