A popular supermarket has scrapped its price match scheme after just one year. Asda will no longer meet prices set by Aldi and Lidl, saying it will focus on its own “great prices” rather than competitors – but Aldi could not resist hitting back with a cheeky comment.
According to an update from Asda, the scheme that launched in January 2024 has now “finished”. As reported by the Grocery Gazette, the supermarket giant published a page to its website notifying shoppers that it was ending.
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.”
And a spokesperson for Asda told Grocery Gazette it was instead “focused” on its own prices, rather than competition with rival retailers. They said: “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.”
The scheme saw Asda price match across 287 products both in-store and online to Aldi and Lidl. Other retailers Sainsbury’s and Tesco still offer their price match schemes.
In response to the news from Asda, Aldi made a cheeky Facebook post that read: “POV: You get dumped over text Asda.”
The news also comes as Asda is set to launch its biggest price cut Rollback campaign in years. New chairman Allan Leighton has vowed to lead the supermarket’s price-cut revival amid fierce market competition.