Asda is freezing the prices of more than 500 products until August as it aims to give customers “more control” over their spending.
Branded and own-brand items will be included as part of the price lock, with cupboard essentials such as cereals, pasta and tea all remaining locked in at current prices.
The move comes as supermarkets begin to lower prices across a range of items as commodity prices continue to fall.
However, according to the Evening Standard, Asda confirmed that items which were locked in price would not be lowered before the end of August, even if falling commodity prices allowed.
“We’re always looking at ways we can support our customers and communities throughout the year, which is why we’re locking the prices of hundreds of products until the end of August,” said Kris Comerford, Asda’s chief commercial officer.
“We know that household budgets are tight at the moment, so we want to be able to offer the best value and give customers the confidence they can shop the products they love throughout summer.”
The news also comes as consumer confidence in supermarkets dropped to a nine-year low, according to Which?
Soaring food prices were behind the widespread discontent, with 67% of customers feeling ripped off at smaller convenience locations, due to them typically charging more and not providing as many budget-range options.
Rocio Concha, director of policy and advocacy at Which? said: “People should not have to pay over the odds for everyday essentials just because they struggle to get to a large supermarket.
“While the whole food supply chain affects prices, supermarkets have the power to do more to support people who are struggling.”