Asda makes major change in stores as it brings back Rollback scheme
The supermarket has teamed up with fitness influencer Joe Wicks as it relaunches its Rollback initiative.
Asda is making a major change in its stores as it relaunches its iconic Rollback savings scheme.
The supermarket has confirmed it is rolling back prices on more than 4,000 popular products, giving customers an average discount of 25%.
Asda says many of the products are 5% lower than competitor promotional prices to offer shoppers even greater value.
The Rollback prices will apply across all categories and stores, including its Asda Express convenience stores and online, so that shoppers will save money on their whole basket whenever and wherever they shop.
The supermarket added that it will continue to add thousands more products to Rollback at regular intervals throughout the year as part of its plan to move its entire range to a new low ‘Asda Price’.
The grocery chain has teamed up with fitness influencer Joe Wicks to front its campaign in a new 30-second TV advert which also sees the return of the ‘that’s Asda price’ strapline and famous pocket tap.
The relaunch of the Rollback initiative comes after Asda pulled its Aldi and Lidl price match scheme after just 12 months, saying it is focusing instead on its own prices above competitor comparisons.
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Asda was the first major UK supermarket chain to price match against the two budget retailers, with more than 400 products included in the deal last year, while competitors Tesco and Sainsbury’s opted to only price match against Aldi.
Asda executive chairman Allan Leighton said: “Asda was built upon helping hard working families save money and we’re refocussing on that mission by bringing back Rollback and Asda Price.
“We’re lowering prices throughout our stores and online to make Asda the cheapest traditional supermarket and in the process returning to what makes Asda special - delivering unbeatable value to the customers and communities who count on us.”
