Supermarket price war heats up in U.K.

01/6/2010 | Financial Times (tiered subscription model)

Major grocery chains in the U.K. are continuing their price competition, with ASDA announcing it will reduce the prices on 3,600 products and appearing to criticize its rivals' price claims and other promotions. "People are sick and tired of being tricked and deceived by dodgy claims and bogus buy one, get one free offers," said Darren Blackhurst, chief merchandising officer at ASDA. Meanwhile, Tesco has pledged special offers on thousands of grocery products.

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