Asda's controversial complete pricing package announced last week was seen by many as the first shot in a price war for high street opticians, but many shoppers will agree that it is striking a blow for the consumer.
It's been a mix heady enough to get optics into the Daily Mail and The Sun. Asda insists it isn't trying to start a price war and claims its 'be a real spec saver' tagline was thought up by a member of a discussion group.
At first glance it looks like any other price-led promotion but head of optical at Asda Nik Langrish-Dixon insists the offer is the result of long study and preparation and will, for the first time, provide consumers with the certainty they want when buying eyewear.
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