Supermarket chain Asda is gunning for a chunk of the UK electrical market with the announcement late last week that the store is to start selling DVD players for £9 ($22.50).
Customers will be able to pick up the Durabrand DVD player, previously on sale at £17.84 ($44.60), for less than the average price of a new release DVD film.
More than 80,000 of the DVD players will be made available, 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.
The supermarket anticipates that the product will prove such a hit with customers that it will sell out within days.
Peter Pritchard, ASDA's general merchandise trading director, said: "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."
Last week also saw the launch of the new Argos catalogue with DVD players available from £17.79 ($45) and a Tesco Value DVD player is available at £17.84.
Asda DVD player costs less than a film
By Clement James on Jan 30, 2007 9:42AM