Business
How Aldi’s Frugal, Reclusive Founders Turned A Corner Grocery Store Into A $38 Billion Fortune
November 26, 2021
January 29, 2025
By Evans Momodu
1 minute read
Asda has discontinued its Aldi and Lidl price match scheme after just a year, shifting its focus toward permanent price reductions.
A message on the supermarket’s website confirms the program’s end but reassures customers of ongoing special offers across its grocery range.
Reports suggest CEO Allan Leighton made the decision to redirect funds toward long-term price cuts.
Asda is expected to revive its iconic 1990s "Rollback" campaign, with new price reductions launching as soon as this week.
A spokesperson for Asda stated, “We’re focused on our own great Asda prices, not competitor comparisons. We’ve started 2025 by cutting prices on thousands of products, and there’s much more to come with Rollback.”
Source: Sky news
Image: The Grocer
