ASDA fired the first salvo in a £250m supermarket price war today ( 15 June), lowering 10,000 prices across food, George and general merchandise to celebrate winning the Grocer’s lowest price supermarket award for the tenth year running. 

The move is especially pertinent after ASDA research, released for the first time today, shows that the average British family has only £146 per month of disposable income after they’ve paid all the bills*. 

The price move builds on ASDA’s consumer championing history following a decade of winning Britain’s lowest price supermarket award. 

The average ASDA shopper’s inflation busting basket is now 17% lower in real terms than in 1997* as a result of ten years of price cuts. 

‘We have a ten year history of fighting to keep prices low for consumers. We are declaring a supermarket price war today. Our research shows how little the average family has left once they’ve covered their living expense which makes me even more committed to delivering Britain’s lowest basket of groceries, said ASDA's CEO Andy Bond.  

“Rip-off Britain, where other retailers con their customers, is alive and well and we’re determined to put a stop to it once and for all.  Over the next year we’re going to expose businesses that prey on customers, forcing them to pay through the nose for goods and services while they pocket massive margins,” added Andy. 

ASDA has a longstanding history of championing the consumer and undercutting standard industry prices in order to pass savings on to customers.   

In the past the company played a pivotal role in challenging the Net Book Price Agreement meaning that retailers were no longer forced to sell books at recommended retail prices and also put an end to the over the counter medicine rip-offs.   

More recently it challenged greedy soccer bosses and sports stores over extortionate football strips and championed the parent’s right to choose where they buy their kid’s school uniform.   

Amongst other things, today ASDA doesn’t charge a premium for higher factor suncreams; is now able to offer the latest book releases at hugely discounted prices and guarantees that products in its healthy eating range are never more expensive than the standard own brand equivalents.   

The supermarket has also led the way with unbeatable prices, offering products such as a complete school uniform for less than £10, a £19 men’s suit, £60 wedding dresses and DVD players for just £9, as well as delivering Britain’s lowest priced petrol*.