It lambasted current regulations that state so-called “essential” foods such as chips and frozen pizzas do not have VAT, while the tax is 17.5% on more luxurious options.
Corporate affairs director at Asda Paul Kelly said that the campaign could help to highlight the issue to the government.
“By rolling back the price of all 100% fruit juices and smoothies, we’re rewarding customers for choosing healthy products, instead of penalising them, as the current law does,” he argued.
Dr Paul Carter, chief executive and general secretary of the Royal College of Nursing added that the development might have a “positive impact on public health”.
This week, Asda revealed that typical public sector workers are to front its next George advertising campaign, instead of celebrities.
