Supermarket giants Asda and Morrisons have both kicked off the new year by rolling out price cuts across thousands of products.
Asda announced it would be cutting prices across 2,500 products by an average of 26% from today as part of its Big Jan Price Drop initiative, while Morrisons unveiled it would be price-matching 500 products to discounters Aldi and Lidl.
Asda said the deals would be available both in-store and online, across a range of branded and own-brand products, including Cathedral City Mature Cheddar, down to £2.50 from £3.75; Asda chicken breasts now £4, down from £4,40 and Dolmio Bolognese 450g now £1.50 from £2.50.
Asda said it was launching the new pricing initiative as its income tracker showed that, while household finances are improving, “rising inflation is expected to continue to pose challenges for families in 2025”.
Asda chief customer officer David Hills said: “We know that as we come out of the festive period, budgets can be a concern for many families. Our Big Jan Price Drop aims to ease that burden and make money stretch further for our customers, by reducing the prices of the products they’re buying week in, week out, continuing to offer uncompromising value to all.”
Morrisons said it was cutting prices on “essentials” such as olive oil, coffee, eggs, single cream and pasta sauce. The grocer also said it remained committed to British farming, by adding staples like 100% British beef mince, chicken fillets, and locally sourced carrots to the Price Match.
Morrisons head of price Gareth Lloyd said: “We’re starting 2025 by doubling down on value for our customers. Expanding our Price Match means more of the essentials and brands customers love at the prices they expect, with the quality they trust from Morrisons.
“This builds on the savings and rewards we’ve introduced throughout the year – from price cuts to better deals for our More Card members. It’s all about helping shoppers get more for their money.”
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