Major supermarket slashes prices of 956 items including 'Free From' range View Image

Asda has unveiled a "major round" of reductions on almost 1,000 items as it takes on rival supermarkets. Costs will be slashed by an average of 6% across numerous 'family favourite' product ranges – with some reduced by more than a third.

The initiative forms part of Asda's strategy to win back custom from shoppers who have switched to competitors in recent years.

Should other retailers follow suit in engaging a supermarket price war, it could deliver much-needed relief for millions of consumers, particularly given the steep increase in food price inflation throughout the sector.

The price cuts encompass 49 items from its 'Free From' selection, catering to shoppers with dietary restrictions or food a

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