Supermarket chain Asda has slashed the price of one of its DVD players to under a tenner.
The Durabrand DVD player – which was previously on sale at £17.84 – has been reduced to £9.
Asda says the DVD players will be the cheapest on sale in the UK and will mean customers can pick up a player for less than the average price of a new release DVD.
There will be more than 80,000 of the DVD players hitting shelves and it will be on sale at every one of ASDA’s 316 stores and seven ASDA Living stores throughout the UK and Northern Ireland.
Asda anticipates it will sell out within two days.
This move is the latest in a series of price promotions by the supermarket. In the run up to Christmas Asda cut the price of its own brand ONN 15” LCD TV from £148 to £99 – the first time any retailer had broken the £100 barrier.
Peter Pritchard, Asda’s General Merchandise Trading Director, said: ‘This is such a jaw-droppingly low price that customers might struggle to believe it, but we really are selling a DVD player for under a tenner.
‘This is truly unbeatable value and puts our competitors in the shade – our message to customers is why pay more, when you don’t have to. And we can promise them much more to come in the months ahead.’
The cheapest DVD player available via the price comparison website pricerunner.co.uk is the £17.79 Alba DVD62 model on sale at Argos and Homebase.