Overview
- Asda confirms more than 4,000 SKUs have been removed in recent weeks as part of a plan set out in March to cut 5,000–6,000 lines.
- Executives say the goal is simpler aisles, less supply-chain complexity and lower waste to drive sales of core items.
- The grocer has leaned on price moves throughout 2025, reviving Rollback and taking further cuts across hundreds of lines in the autumn.
- Industry data reports a 4.3% sales drop in the 12 weeks to November, leaving Asda as the only major supermarket with declining revenues in that period.
- Competitive pressure is intensifying as Aldi and Lidl push headline festive deals, while The Grocer recently ranked Asda the cheapest traditional supermarket for Christmas baskets.