Asda has reduced petrol and diesel prices by an average 4p a litre at 321 forecourts across the country, a move that could save drivers up to £2.20 on a typical 55-litre family car tank. The supermarket giant implemented the cut immediately at sites next to its larger stores.
Pressure on rivals to match cuts
The price reduction is expected to put pressure on competitors to follow suit, offering relief to motorists who have faced high fuel costs for much of this year. Fuel prices have risen sharply since the start of US President Donald Trump's war with Iran.
According to the RAC, Asda's national average petrol price was 165.8p a litre before the cut, with prices ranging from 155.9p to 172.9p across the country. This was already lower than Morrisons' average of 166.1p, Sainsbury's 167p, and Tesco's 167.7p.
Diesel also cheapest at Asda
Asda was also the cheapest for diesel, averaging 194.5p a litre, compared with Sainsbury's at 195.6p, Tesco's 195.8p, and Morrisons' 196p.
The announcement forms part of Asda's efforts to revive its grocery sales. The Leeds-based retailer has been burdened by heavy debts since a private equity takeover and has lost ground to competitors.
New boss makes early mark
The fuel cut is one of the first announcements by new boss David Potts, the former Morrisons chief who took over earlier this month. It follows changes announced earlier this week for store managers to open more full-service checkouts, spend more time on the shop floor, and get more products on shelves.
Mr Potts said: "When we get the fundamentals right, customers notice. Earlier this week, I set out a renewed focus on making the shopping trip better for our customers, and that means getting it right at the pumps too.
"With Christmas upon us, 4p off every litre helps families where they're feeling it most, alongside the value we are offering across our food and clothing range online and in store."
Asda is aiming to win over value-conscious families after being named the cheapest supermarket for branded groceries by consumer group Which?.
