Asda scraps Aldi and Lidl price match

By: Trademagazin editor Date: 2025. 01. 30. 09:49

Asda has axed its Aldi and Lidl price match initiative after a mere 12 months, as it focuses on its own “great prices” rather than competitors.

Asda
Photograph by Richard Walker for Asda

The supermarket giant published a page notifying shoppers that the scheme, which first launched in January 2024, has now “finished”.

The message read: “Our Aldi Lidl Price Match has now finished, but don’t worry, we’ve got plenty of special offers across our entire groceries range. Just visit our offers page to find out more.”

A spokesperson for Asda told Grocery Gazette that it is instead “focused” on its own prices, rather than competition with rival retailers.

They added: “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.”

It marks the end to the scheme, which saw Asda initially price match across 287 products both in-store and online to Aldi and Lidl, as it joined fellow retailers with similar schemes, such as Sainsbury’s and Tesco.

The news also comes as Asda gears up for the launch of its biggest price cut Rollback campaign in years, as new chairman Allan Leighton aims to lead the supermarket’s price-cut revival amid fierce market competition.

It comes as just one of Leighton’s recent changes in a bid to turnaround the struggling supermarket, including cutting jobs and the relaunch of its search for a new CEO.