Asda to kickstart price war against rivals with major Rollback campaign

Asda is set to roll out its largest Rollback price cuts campaign in years, as returning CEO Allan Leighton aims to steer the retailer through tough competition and revitalise its performance.
The supermarket chain has faced mounting pressure from both discounters and rival traditional retailers, and emerged as the worst-performing supermarket over the Christmas period.
As part of a major turnaround effort, Leighton is launching an extensive advertising campaign to support the price cuts, which w