Asda to price match Aldi, Lidl on 287 core grocery products

Sample article from our Retail & Omnichannel

January 5, 2024 (press release) –

Asda has become the first supermarket to price match both Aldi and Lidl across a broad range of popular everyday products, further reinforcing its value credentials with consumers.

From today, Asda is price matching Aldi and Lidl on 287 comparable grocery products and has reduced prices by an average of 17% - to match whichever discounter has the lowest price on these products.

A host of core household staples such as milk, bread, cheese, tea, coffee, fresh meat, fresh fruit & vegetables, baked beans, pasta, rice and breakfast cereals are included in the discounter price match.

The new initiative adds further fire power to Asda’s established position as the UK’s lowest-priced full-service supermarket and means that customers can be confident they are getting the best prices on the products they buy week in, week out. Asda serves over 15 million customers each week in hundreds of communities across the UK and Northern Ireland and has been named the best priced supermarket for the past 26 years by industry bible ‘The Grocer’ magazine.

The Aldi and Lidl Price Match will run alongside Asda’s established customer value propositions, including Price Drop and Asda Rewards – and means customers can trust they are getting the best prices by shopping at Asda.

The supermarket continues to add products to its M&S Taste Match campaign – promising M&S taste at Asda prices. Customers using Asda Rewards also benefit from adding pounds, not points, into their cash pots every time they shop. Shoppers have already earned over £300 million in their cashpots since Asda Rewards launched in 2022.

David Hills, Asda’s Chief Customer Officer, said: “Asda has over 50 years heritage as the customer champion, and we understand we have an important role to play in local communities to help families get the most from their budgets. We have launched Aldi and Lidl Price Match to help them save both time and money. Our customers can trust that they will get uncompromising value every day at Asda and George – on everything from food and clothing to homeware and Cashpot rewards, as well as the lowest prices on supermarket fuel. And because we know their time is as stretched as their budget, we’re making shopping with us as easy as possible – whether that’s in our large stores, our growing Asda Express convenience stores or online.”

Products that feature in the Aldi and Lidl Price Match include:

Asda Mini Chicken Breast Fillets 650g




Asda Whole Chicken 1.7kg large




Asda Salmon Fillets 240g




Asda Lean Beef Mince 500g




Asda Extra Special Cheddar Cheese 300g




Asda White Muffins 4 pack




Asda GC Cereal Flakes 500g




Asda Golden Tea Bags 80 pack




Asda Easy Cook Long Grain Rice 1kg




Asda Tikka Masala Cooking Sauce 500g




Just Essentials by Asda Baked Beans 410g




Asda Straight Cut Oven Chips 1.5kg




Asda Carrots 1kg




Asda Jazz Apples 6 pack




Loose Bananas per kg




Aldi & Lidl price match

The prices of comparable products sold in both Aldi and Lidl stores are checked twice a week and matched to whichever has the cheapest price. If comparable products are unavailable due to size or weight differences, prices are matched on a pro-rata basis. Excludes multi-buy offers and ‘member pricing’.

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Dan Rivard
Dan Rivard
- VP Market Development -

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