Radical action by Asda to win back shoppers

11 January 2016 - Janet Bird

Radical action by Asda to win back shoppers

The supermarket price wars seem set to intensify in 2016 with Asda announcing it is to invest £500 million into further slashing prices.

After a disappointing Christmas, which saw Asda's sales fall by 3.4 percent, the retailer feels radical action is required to halt the rise of Aldi and Lidl.

The new investment comes on top of the £1 billion pledged by Asda in 2013 to spend over the next five years taking on the discounters. This brings the total figure the retailer will have spent by 2018 on tackling the threat posed by Aldi and Lidl to £1.5 billion.

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