Asda has frozen the prices of over 500 items until the end of August to help customers with the cost-of-living crisis through the coming summer holiday school break.

The grocer said that the freeze will include branded products as well as items from its own range such as meat, frozen foods, and breakfast items. Asda said that the decision was informed by its internal income tracker which shows that household disposable incomes continue to fall on a month-by-month basis.

Kris Comerford, Asda’s chief commercial officer, said: “We’re always looking at ways we can support our customers and communities throughout the year, which is why we’re locking the prices of hundreds of products until the end of August. We know that household budgets are tight at the moment, so we want to be able to offer the best value and give customers the confidence they can shop the products they love throughout summer.”

This announcement from Asda follows the news that consumer trust in the food industry has fallen to a nine-year low, with almost two thirds of consumers feeling they are being ripped off by the lack of budget ranges in convenience stores.

Other supermarkets have also taken measures to offset rising prices. Earlier this week, Waitrose announced it will lower the prices of around 200 items with around half dropping in price by 10 per cent.

Sainsburys recently said that it would cut prices on around 40 of its own brand products and other UK supermarkets have lowered prices of own brand bread and butter.

Share Story: