UK-based supermarket chain Asda is investing £23m ($29.2m) to reduce the prices of 425 branded and own-label products.

The retailer will reduce prices by an average of 11% on some of its popular products, including nappies, infant follow-on milk, bread, cheese, cereals, pasta, fish fingers, sausages and chicken breasts.

The price reduction will come into effect on 24 August across all stores and online.

In addition, Asda is extending its popular ‘Kids Eat for £1’ café meal offer to the end of the year.

Asda’s chief commercial officer Kris Comerford said: “While the headline inflation rate may have eased slightly last month, our own data tells us that many customers are continuing to struggle with rising living costs.

“We have targeted this latest price investment on the products that our customers buy week-in and week-out to help their shopping budgets stretch further.

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“We’re also continuing to work closely with our suppliers and whenever there is an opportunity to pass on commodity price savings to customers we will do so.”

The price reduction is part of the retailer’s ongoing effort to support families affected by the cost-of-living crisis.

Last month, Asda invested £13m to cut prices on more than 200 own-label products by an average of 9%.

Earlier this month, supermarket chain Aldi also reduced the prices of more than 30 household grocery staples this week to help customers save.