Asda has cut the price of organic milk by 10%, bringing it into line with the price of non-organic milk in other supermarkets.
Asda reduced its four-pint bottles of own-label organic semi-skimmed milk by 18p on 8 January to £1.55. That is the same price charged by Tesco, Sainsbury's, Morrisons and Waitrose for four pints of non-organic milk. Asda itself sells non-organic milk at £1.25.
The cut part of Asda's January Rollback campaign comes as the supermarket announced a new price comparison guarantee, promising its customers they would be able to get their basket of shopping for at least 10% less at Asda than at Tesco, Sainsbury's, Morrisons and Waitrose.
The Organic Trade Board welcomed the move, which it said supported its aim of getting as many people to try organic products as possible. "This move is in line with offers other retailers have on organic milk such as two (four pints) for £3, which have been successful in increasing volumes," said Huw Bowles, Organic Trade Board chairman, and chief operating officer and FD of OMSCO, the organic milk suppliers' co-operative.
He hoped Asda's move would help consumers evaluate what milk they bought because ordinarily organic milk carried a premium of less than five pence per pint, he added.
As The Grocer went to press, Tesco, Sainsbury's, Morrisons and Waitrose were still selling four-pint bottles of organic milk at £1.73, and none would reveal whether they planned to match Asda's new price.
Last year, Asda kicked off a price war on standard milk as part of a price reduction drive on staples, slashing the price of four pints of whole, skimmed and semi-skimmed milk from £1.53 to £1.25.
Asda's two-pint bottles of organic semi-skimmed are still selling at £1.03 the same price as the other multiples.
NFU Scotland has called for milk prices to be raised across the board, claiming it was currently "cheaper than water".
Asda reduced its four-pint bottles of own-label organic semi-skimmed milk by 18p on 8 January to £1.55. That is the same price charged by Tesco, Sainsbury's, Morrisons and Waitrose for four pints of non-organic milk. Asda itself sells non-organic milk at £1.25.
The cut part of Asda's January Rollback campaign comes as the supermarket announced a new price comparison guarantee, promising its customers they would be able to get their basket of shopping for at least 10% less at Asda than at Tesco, Sainsbury's, Morrisons and Waitrose.
The Organic Trade Board welcomed the move, which it said supported its aim of getting as many people to try organic products as possible. "This move is in line with offers other retailers have on organic milk such as two (four pints) for £3, which have been successful in increasing volumes," said Huw Bowles, Organic Trade Board chairman, and chief operating officer and FD of OMSCO, the organic milk suppliers' co-operative.
He hoped Asda's move would help consumers evaluate what milk they bought because ordinarily organic milk carried a premium of less than five pence per pint, he added.
As The Grocer went to press, Tesco, Sainsbury's, Morrisons and Waitrose were still selling four-pint bottles of organic milk at £1.73, and none would reveal whether they planned to match Asda's new price.
Last year, Asda kicked off a price war on standard milk as part of a price reduction drive on staples, slashing the price of four pints of whole, skimmed and semi-skimmed milk from £1.53 to £1.25.
Asda's two-pint bottles of organic semi-skimmed are still selling at £1.03 the same price as the other multiples.
NFU Scotland has called for milk prices to be raised across the board, claiming it was currently "cheaper than water".
No comments yet