Rollback was introduced in March 1999 and has already taken £1bn off the nation’s weekly shopping bill. From Monday [4th April] customers will see deep price cuts on everything from clothing to cakes, grocery staples to gardening products.

There is also an additional £1.65m of reductions in George childrenswear and women’s footwear. The clothing cuts come one week after ASDA invested £2.5m in dropping the price of George jeans from £4 to £3 a pair.

The price cuts cement ASDA’s reputation as Britain’s best value retailer, a positioned reinforced by its winning the Grocer 33 award for the best value supermarket, based on weekly price comparisons, seven years running?. The Grocer 100 pricing survey? , published 19th March 2005, underlined again ASDA’s position as price leader.

“In spite of recent noise about price cuts from other retailers, independent surveys prove time and time again that there’s only one place to come for Britain’s best value weekly shop.” said Angela Spindler, ASDA’s Trading and Marketing Director, “Today’s cuts are the deepest and broadest we have ever made and show that, when it comes to value, there are those that talk and those that deliver.”

Editors' Notes:

Background To Price Cuts

1. Leading trade magazine 'The Grocer' conducts a weekly pricing survey of a standard basket of goods from the main multiple retailers - the store that has the best prices most often is named Britain’s best value retailer;

2. The Grocer 100 found that ASDA was cheaper than Tesco in 10 of the 11 weeks surveyed since the beginning of January;

3. ASDA is passionate about lowering prices and raising the standard of living for shoppers. It has led successful campaigns to remove price-fixing on over-the-counter medicines and books;

4. By the end of 2004 ASDA will have invested over £1bn lowering prices. In non-food and clothing, it has taken advantage of Wal-Mart's sourcing experience to lower prices to levels never before experienced in the UK