Asda ‘ends supermarket price war’

YORKSHIRE supermarket group Asda today claimed it had “fired the final shot” in the grocery price wars as it unveiled a lowest price guarantee scheme.

The ‘Asda Price Guarantee’, launched today, will see shoppers who purchase a basket of eight or more products at the supermarket and then discover they could have bought them cheaper elsewhere refunded the difference, plus a penny more.

The Asda Price Guarantee will cover more than 13,000 branded and own brand products, and items on promotion.

Customers will be able to check price comparisons online by entering their receipt details to see how much their grocery shop would have cost at the other supermarkets.

If they’d have paid less elsewhere, then a printable voucher for the difference will be issued.

Leeds-based Asda today claimed the initiative would officially end the supermarket price wars.

Andy Bond, chief executive of Asda, said: “From today, Asda cannot, and will not, be beaten on price. Our grocery guarantee puts an end to the phoney price wars that most shoppers are sick of.”