Supermarket chain Asda has dropped prices of 226 own-label products to support families amid the increasing cost of living crisis.
Prices of these products are being reduced by an average of 9% from 21 July across stores and online.
The products include fresh fruits and vegetables, frozen meat and fish products, cupboard staples and popular ready meals.
The announcement comes as the latest Asda Income Tracker revealed that 40% of households in the UK had negative disposable income in June.
The supermarket chain also rolled out a summer price lock campaign last month to freeze the prices of 500 popular branded and own-label products until August-end.
Asda chief commercial officer Kris Comerford said: “We know that families are continuing to feel the pinch financially – especially as they head into the summer holidays – and are looking for help to make their grocery budget stretch further.
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“Whenever there is an opportunity to help them make their money go further by lowering prices we will continue to do so.”
Last month, UK-based multinational retailer Marks & Spencer dropped or locked the prices of more than 200 food products as part of its pledge to provide value to customers.
Another supermarket chain, Morrisons, also reduced the prices of 47 products by an average of more than 25% last month.