Asda ends its Aldi and Lidl price match scheme (Image: Getty)
has ended its popular Aldi and Lidl price match scheme just one year after it was launched.
The supermarket has made the move to help fund a major investment in its permanent price cuts, according to the retailer’s chief executive Allan Leighton.
Asda’s page devoted to the scheme now redirects customers to a message, which reads: “Our Aldi Lidl Price Match has now finished, but don’t worry, we’ve got plenty of special offers across our entire groceries range. Just visit our offers page to find out more.”
The chain is now expected to launch a revival of its 1990s marketing slogan Rollback to accompany the price cuts campaign this week.
The Grocer reports that preparations are underway with the launch backed by a major advertising campaign including the That’s Asda Price slogan and pocket tap.
The change will reportedly help fund a major investment in permanent price cuts (Image: Getty)
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An Asda spokesperson said: “We’re focused on our own great Asda prices, not competitor comparisons.
“We’ve started 2025 as we mean to go on by cutting prices on thousands of products and there’s much more to come with Rollback.”
The new move follows the recent appointment of Mr Leighton who returned to Asda following a two-decade departure – he was the CEO from 1996 to 2000.
The price match scheme was launched in January 2024 which was billed as a key part of the company’s strategy while under the ownership of the Issa brothers. However, Mr Leighton is believed to want to take back control over its messaging.
Asda is currently grappling with its fall in market sales across 2024, being the only supermarket to see sales drop year on year over the Christmas period. Sales were down 5.8% year on year in the 12 weeks to 29 December, according to Kantar.
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The company is now clawing back key customers by launching a Big Jan Price Drop where products both in-store and online are reduced.
An Aldi spokesperson said: “Our promise to our customers is that they will make significant savings every time they shop with us. Our prices simply can’t be matched and the only place to get Aldi prices is by shopping at Aldi.”
A Lidl spokesperson said: “Giving all households access to great food at the lowest prices is a commitment we have kept for over three decades. This not only applies to our full range of products, but to every single Lidl store across the country.”