According to this article Asda has actually increased the price of one one in five of its products despite its pledge to roll back prices. Trade magazine The Grocer has found that in many cases the supermarket has been rounding price up rather than down. It checked 969 products and found that 173 actually cost more in July than they did in March. A third of the products were the same price that they had been in March and 477 products were cheaper in July than in March. The Grocer found that one in five of the round pound lines which are heavily publicised has been sold for less than pound in recent months. Often customers often see the items priced at a £1.00 and fail to realise that they were actually previously on sale at a cheaper price.