For 2024, Aldi was crowned the UK’s cheapest supermarket of the year, after beating out its competition for 12 months straight. However, this year another supermarket is keen to steal the crown (kind of). Asda has just unveiled its new Rollback initiative which will see the prices of more than 4,000 family-favourite products reduced by an average discount of 25% in-store and online. The discounts cover all product categories, as well as Asda Express stores, and include own-label items such as Asda Green Grapes 500g (was £2.00 now £1.48) and Asda Thin Cut Beef Steaks 400g (was £4.80 now £3.88), as well as branded lines like Birds Eye BBQ Chicken Grills 520g (was £5.65 now £2.82) and Andrex Toilet Tissue Quilts 9 pack (was £6,50 now £4.47).

Asda claims this isn’t a short-term deal for shoppers, and thousands more products will be added to Rollback at regular intervals throughout the year. And once the initial Rollback period is over, products will move on to a new ‘Asda Price’ which is guaranteed to be lower than the pre-Rollback price. The aim is to move Asda’s entire range to a new low ‘Asda Price’ by the end of 2026. Asda’s Executive Chairman, Allan Leighton, has revealed that this is all part of a mission to ‘make Asda the cheapest traditional supermarket’ in the UK.

This means they plan to have lower prices than the likes of Tesco and Sainsbury’s, which are also considered to be ‘traditional’ supermarkets, as they sell a wider range of products across own-brand and branded ranges, as well as offering services like online delivery, clothing, and fuel. To view this video please enable JavaScript, and consider upgrading to a web browser that supports HTML5 video.

Up Next. Discount supermarkets like Aldi and Lidl are a little different, as they stock a smaller number of products and don’t offer all of the same services. As such, Asda says they aren’t able to accurately compare all of their deals against them. However, the retailer did confirm that there will be certain instances where the new Asda Rollback prices are cheaper than that at Aldi. For example, from the offers just announced, Asda Sweet Potatoes (1kg) will be rolled back to 98p, but cost £1.19 at Aldi, while Asda Mini Fillets Chicken Breasts (400g) are going to cost £2.97 in Rollback price, but are £3.15 at Aldi, and 240 Yorkshire Tea Bags are £5.48 at Asda, compared to £5.49 at Aldi.

This comes after Asda recently announced its Aldi and Lidl Price Match scheme had come to an end. The scheme launched in January 2024, and saw customers saving an average of 17% on products like cheese, tea bags, fruit and veg. Price Match ended to make way for the new Rollback prices, which have been introduced and will be running for up to 12 weeks. Life admin apps to save the day? Brits rely on seven pocket pals for budget control.

Aldi, unsurprisingly, had a very cheeky response to the change, sharing an amusing post on social media. Posting a screenshot of Asda’s website, the @AldiUK account captioned the image writing: ‘POV: You get dumped over text @asda.’. Do you have a story to share?. Get in touch by emailing MetroLifestyleTeam@Metro.co.uk. Arrow MORE: Petty criminals could be sent to Iceland instead of prison (but not in an Australia way).

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