Figures released for the first time by ASDA today (20 June) show that Britons across the land are migrating to mince as they tighten their purse strings as the credit crunch deepens.

The retailer has seen a 35%% increase in mince sales across the whole category ranging from its Smartprice option through to its Extra Special offering.

Putting its money where its mouth is and hot on the heels of the success of its 2p sausage ASDA announced today (20 June 2008) that it would reduce its Smartprice 400g packs of fresh mince from 96p to an amazing 50p.

The move means that cash strapped Brits will be able to make tea-time family favourites for four such as, Spaghetti Bolognese, Cottage Pie and meatballs with all the ingredients for less than £1.50.

"At ASDA we don't mince about with price reductions, we make price cuts that make a real difference, said ASDA meat buyer Jim Viggars.

"With ASDA's monthly income tracker showing that the average family is £8 a week worse off when compared to the same time last year so this couldn't come at a better time, added Jim.

Customers can cash in on the offer safe in the knowledge that ASDA is footing the bill and farmers will be paid exactly the same amount as they were before the promotion. The mince is also lean when it comes to road miles as it's sourced from Britain and Ireland.

For customers with deeper pockets ASDA also offer an Extra Special 500g fresh mince Weight 500g at £2.99 made from regionally sourced extra matured beef

ENDS