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UK: Asda launches Aldi and Lidl price match, as Issa brothers battle to win back market share

Asda has become the first supermarket to price match both Aldi and Lidl. Applied to 287 popular grocery products, the prices have been cut by an average of 17% to match whichever discounter has the lowest price on the items. Products include milk, bread, cheese, tea, coffee, fresh meat, fresh fruit and vegetables, baked beans, pasta, rice and breakfast cereals.

The Aldi and Lidl Price Match will run alongside Asda’s existing Price Drop and Asda Rewards propositions.

David Hills, Asda’s chief customer officer, said: “Asda has over 50 years heritage as the customer champion, and we understand we have an important role to play in local communities to help families get the most from their budgets. We have launched Aldi and Lidl Price Match to help them save both time and money.

“Our customers can trust that they will get uncompromising value every day at Asda and George, on everything from food and clothing to homeware and Cashpot rewards, as well as the lowest prices on supermarket fuel.”

The supermarket is continuing to add products to its M&S Taste Match campaign which promises M&S taste at Asda prices.


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