Asda Ends Price Match, Launches Rollback Campaign

Asda has discontinued its Aldi and Lidl price-match scheme just a year after its implementation, opting instead to focus on a broader 'Rollback' price-cut campaign across thousands of products. This strategy shift is part of efforts by Asda's new chair, Allan Leighton, to regain control over the supermarket's pricing and messaging, and to reverse declining sales amid rising costs. The decision has elicited mixed reactions from consumers, with some expressing disappointment over the end of the price-match scheme, while others look forward to the new pricing strategy. Asda's Rollback campaign aims to offer lower prices on a wide range of items, both in-store and online, with the help of fitness influencer Joe Wicks in their marketing efforts. Additionally, Asda has made changes to its loyalty program by removing 'Star Products' from its rewards scheme, leading to further consumer dissatisfaction. Despite these changes, Asda remains focused on delivering value through its own pricing strategy rather than competing with discounter comparisons.