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ASDA CEO vows to help customers make ends meet by rolling back the price of everyday items

Asda

2 January 2009

ASDA President and CEO, Andy Bond, today (2nd January) threw down a challenge to his supermarket rivals by vowing to help hard pressed shoppers make ends meet during 2009 by cutting the prices of essential items that customers need to buy every week.
Last autumn he launched a major initiative to cut unnecessary costs out of ASDA’s business. Since then ASDA colleagues have saved millions of pounds by using less energy, cutting waste and reducing the number of carrier bags they give away.
ASDA will use this money to roll back the price of thousands of items including fresh produce, meat and chicken, frozen food, household and health and beauty products starting from January. As part of the roll back customers will be able to buy three packs from a range of fresh meat or chicken for £10, 50 leading wines at 3 bottles for £10, 100 frozen food products at £1 and 200 everyday health and beauty lines such as shampoo and deodorant also at a £1.
Andy Bond said: “2009 is going to be a very difficult year and I believe we have an obligation to help our customers through these tough times.
“Frivolity is out and frugal is the new cool as customers change their shopping habits in order to make ends meet. They want to know when they spend their hard-earned cash that they’re getting real value for money and not just a gimmicky price promotion.
“No longer can retailers’ claim they’re investing hundreds of millions of pounds in lowering prices and not provide hard evidence as to how and for how long.
“All 165,000 ASDA colleagues will continue to work flat out this year to save energy, cut waste and carrier bag usage, and we will invest the money we save in lowering the price of the products customers buy week in week out.”
ASDA’s Trading Director, Darren Blackhurst said:
“For the past eleven years we have been the nation’s lowest priced supermarket. We have achieved this because we listen to our customers and we passionately believe in delivering low prices for all. Our approach has always been clear and simple – we operate for less so that we can sell for less – our price cuts are real and our value is permanent.
“Other retailers may try to confuse matters by reducing prices on a handful of products to steal headlines but every week at ASDA customers will find at least 1,000 essential products at prices that have been rolled back. From meat to frozen food to toiletries we are lowering the cost of living….that’s ASDA Price. “
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