What challenges are the Issa brothers facing with Asda?

The Issa brothers, Asda's new owners, have struggled to revive the struggling supermarket chain. They've raised prices in deprived areas, bought an upscale store, and overseen a 6.5% sales drop, with Asda's market share now at its lowest level since 2011.

How is Aldi performing compared to Asda?

Retail experts predict that discount rival Aldi could feasibly overtake Asda as the UK's third-largest grocer within the next 6-12 months, as Asda continues to struggle.

Who is leading Asda's turnaround efforts?

Former Asda boss Allan Leighton has been brought in to lead an attempt to return the store to its low-cost roots and restore the "That's Asda Price" tagline, but a year on, he has yet to turn the ship around.

Home / Business and Economy / Asda's Downward Spiral: New Owners Fail to Revive Struggling Supermarket

Asda's Downward Spiral: New Owners Fail to Revive Struggling Supermarket

16 Nov

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Summary

Asda's new owners, the Issa brothers, raise prices in deprived areas
Asda buys upscale Booths store, alienating core low-cost customers
Asda's market share drops to lowest level since 2011, sales fall 6.5%

Asda's Downward Spiral: New Owners Fail to Revive Struggling Supermarket

As of November 2025, Asda's new owners, the Issa brothers, are facing significant challenges in reviving the struggling supermarket chain. After acquiring Asda in a £6.8 billion deal in 2021, the brothers have made several decisions that have alienated the retailer's core low-cost customer base.

One such move was raising prices at an Asda superstore in the deprived Moss Side area of South Manchester, where cash-strapped shoppers had previously benefited from the store's cheap petrol prices. The Issa brothers' decision to increase prices in this community was met with criticism from MPs investigating the cost-of-living crisis.

Adding to their woes, Asda also purchased a store from the upscale "Waitrose of the North" chain, Booths, in the affluent Hale Barns suburb. This move further distanced Asda from its traditional customer base, leading many to question the brothers' strategic vision.