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In a significant strategic pivot, Asda has announced the termination of its Aldi and Lidl price-match scheme merely twelve months after its introduction. The decision marks a crucial turning point for Britain’s fourth-largest supermarket chain as it grapples with declining market share and mounting operational costs.
The move represents one of the boldest initiatives by returning chair Allan Leighton, who has resumed leadership of Asda after a two-decade hiatus from his previous role as chief executive. Industry sources indicate Leighton’s determination to seize control of Asda’s pricing strategy, moving away from what the Grocer trade journal describes as “dancing to the tune of the discounters”.
The Leeds-based retailer faces mounting pressure to reverse its fortunes following a concerning 5.8% sales decline in the last quarter of 2024, positioning it as the sole major supermarket to report negative growth during this period. The company’s new direction emphasises its “Rollback” price reduction campaign, signalling a shift towards autonomous pricing strategies.
An Asda spokesperson emphasised the company’s renewed focus, stating: “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 strategic repositioning occurs amid broader industry discussions about food retail sustainability and economic growth. Sainsbury’s chief executive Simon Roberts has called for governmental alignment between economic growth objectives and food strategy, highlighting the sector’s potential to drive sustainable agricultural practices and economic expansion.
Market analysts suggest this bold move could either reinvigorate Asda’s market position or risk further erosion of its customer base to discount retailers. The success of this strategy will likely influence similar decisions across the UK’s competitive supermarket sector.
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