‘The heart of our DNA is price’: Asda on humour, value and the return of Rollback
Fresh from dropping its Aldi and Lidl price match, Asda is on a mission to position itself as “the best value supermarket in the country”.
Value propositions and price matching are nothing new for supermarkets.
However, Asda is on a mission to rip up the rulebook following a tricky Christmas, scrapping its Aldi and Lidl price match scheme, bringing back its ‘Rollback’ price initiative and then moving the entire Rollback range to a new ‘Asda Price’ by the end of 2026.
“At the heart of our DNA is price and we want to confidently shout about Asda Price,” says chief customer officer David Hills. “It’s an opportunity to look back on our past at the things that really resonate with customers and Rollback is part of that.”
