The supermarket chain Asda has put whole frozen wild Alaskan salmon on sale for just GBP 2 (EUR 2.47) –and now other supermarkets may be launching a fish price war to compete.
Asda is selling the fish at this special price — a fraction of the normal price of the popular meal — at selected stores.
There is speculation that rival supermarkets such as Morrisons, Tesco and Sainsbury’s may start selling fish at lower prices too in order to compete against Asda.
Critics are wondering how the retailer, which is part of the chain Wal-Mart, can even afford to offer the fish at such a low cost while still paying its workers fairly, the Telegraph reports.
“We are always looking for ways to help our customers live the life of luxury without splashing out,” said Ged Futter, frozen fish buyer at the supermarket.
The 840 gram wild Alaskan salmon now going for GBP 2 (EUR 2.47) was priced at GBP 3 (EUR 3.71) last month and GBP 4 (EUR 4.95) in March. This now leaves the fish at GBP 2.38 (EUR 2.94) /kilogram.
It is “hard to fathom” how a proper return could be given to fishers at that price, commented Food campaigner Joanna Blythman.
A spokesperson for Asda explained that the retailer placed orders for large quantities of the fish so it could be offered at such low prices.
“The price is due to us buying early,” the spokesperson said.
Waitrose sells fresh salmon at GBP 11.99 (EUR 14.83) per kilogram – around five times the Asda price, while Tesco sells whole fresh salmon at GBP 10 (EUR 12.37) a kilogram, The Daily Mail reports.
In April, Asda vowed to refund customers the difference if they found their groceries could have been purchased cheaper at another store.