The reduction in price of its generic levonorgestrel is effective from today (February 18), both in store and online via the Asda Online Doctor platform, the supermarket confirmed.

This price point makes it the most accessible morning-after pill across all national high street pharmacies, the multiple claimed.

Read more: EHC price wars: Rowlands, Superdrug and Well follow Boots’ lead and lower cost

It follows Boots UK’s decision earlier this month to lower the price of its generic version of levonorgestrel to £10, after a pricing review in January.

Last week, C+D learned that Rowlands, Superdrug and Well had also decided to drop the cost of their generic EHC, with some opting to offer a lower price point than Boots.

“More accessible for women who need it”

Following the announcement, Asda chief superintendent pharmacist Faisal Tuddy said the lower cost of the pill makes it “more accessible for women who need it”.  

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Patients can receive the pill following a consultation with either a pharmacist or a GP, “to ensure we’re offering the right help and support to all of our customers”, he specified. 

In 2018, Boots UK reduced the price of its generic brand of levonorgestrel from £26.75 to £15.99 across all its pharmacies, while Asda remained at £23. The move came months after the British Pregnancy Advice Service launched a campaign in 2017, calling on major retailers to lower the prices of emergency contraception.