Asda relaunches iconic 'Rollback' scheme with over 4,000 price cuts

Asda has brought back its infamous 'Rollback' money-saving scheme after ditching its price match campaign with Aldi and Lidl.

Launched both in store and online, the supermarket's initiative is effective from today, Thursday, January 30, and it offers customers an impressive 25 percent discount across every product category to help them make significant savings.

The first step of the scheme has seen more than 4,000 products slashed in price. Savings can be found on Asda-branded goods, alongside family-favourites we all know and love such as Birds Eye, Chicago Town and Andrex, which are also available in Express stores.

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The return of the famed scheme is part of "a significant investment to lower prices across its entire range". Asda also said it is the first step to "satisfy the daily and weekly shopping needs of ordinary working people and their families."

It's not a short term deal either, with the firm confirming that savings will be added at intervals throughout the year. Once the initial rollback period is complete, its entire new range will move to a new 'Asda Price' by the end of 2026.

To relaunch the return of the scheme, Asda has worked with popular fitness instructor Joe Wicks in a new 30 second TV advert that went on air today. The humorous clip also see's the return of the infamous 'pocket tap' heavily associated with the retailer.

News of Rollback's return comes just days after Asda announced it had dropped its popular Aldi and Lidl 'Price Match' scheme. The incentive, which was available online and in store, reduced the cost of family favourites by an average of 17 percent.

Asda explained the reason behind the move was that it wanted to focus on "our own great prices, not competitor comparisons". As a result, Aldi fired back with a cheeky response on social media to being "dumped" by the other supermarket.

Commenting on the move, Allan Leighton, Asda’s Executive Chairman, said: "Asda was built upon helping hard working families save money and we’re refocussing on that mission by bringing back Rollback and Asda Price.

"We’re lowering prices throughout our stores and online to make Asda the cheapest traditional supermarket and in the process returning to what makes Asda special - delivering unbeatable value to the customers and communities who count on us."

Asda Rollback prices available from today, January 30

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