Many of the price cuts implemented at Asda are still for just 1p, an investigation by the Guardian has claimed.

The paper said Asda cut nearly 800 prices between 16 and 23 December – but that two-thirds of the cuts were for just a penny and 80% were for less than 10p.

The findings come after an investigation by The Grocer last March revealed that while a fifth of Asda items tracked by this publication fell in price in the week to 7 March 2009, more than half the cuts were by just 1p.

Professor John Bridgeman, a former director general of the Office of Fair Trading, said the findings of the Guardian’s investigation were “to consumers’ detriment”.

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