Press Centre

On yer' bike (for less)!

Today ASDA launches the lowest priced bike on the market as part of Pedal Power; a new ASDA initiative which aims to get more Brits on their bikes by making cycling more accessible to all.

Launched to coincide with Bike Week, (13th-21st June), these four bicycles, starting at £50* for kids and £70* for adults, are part of the iconic British Eagle label. ASDA has brought tens of thousands of the bikes so they are able to offer them at this permanently low price. Incredibly ASDA will not be making a penny from the sales such is the supermarket’s commitment to getting the nation on their bikes.

Considering the average cost of petrol alone for the car commute is £454** and a London zone 1-6 travelcard comes in at £1904 using the bike to get to and from work could save you literally thousands of pounds.

Pedal Power is all about getting people on their bikes and encouraging families to take up a new activity that they can do together. The initiative was launched by ASDA CEO Andy Bond and Olympic Champion Sir Chris Hoy – both united in their passion for cycling and committed to raising its profile as an affordable mode of transport with inherent health and environmental benefits.

Mike Logue, ASDA’s Leisure Trading Director, comments, “Price should not be a barrier on whether or not to buy a bike therefore ASDA has worked incredibly hard to introduce these British Eagle bikes at market leading price on a not for profit basis. Cycling is the perfect low cost activity for all the family to stay healthy and spend quality time together."

All four bicycles are now available online and will be in store from 21th July to 9th August. For under £250 a family of four can each have a bicycle and get out on the roads.

Included in this offer are:

  • 26” British Eagle 18 speed Men’s Mountain Bike, £70.
  • 26” British Eagle 18 speed Women’s Mountain Bike, £70.
  • 2 children’s 20” British Eagle bicycles, £50 each.


ASDA is also encouraging it’s 165,000 colleagues to get on their bikes by signing up to the governments Cycle to Work Scheme; an initiative which provides tax breaks to colleagues when buying a bicycle and cycling equipment under this scheme.

For further information or images please contact Fiona Boston or Laura Jones on 0203 003 6555 or email fiona.boston@freud.com or laura.jones@freud.com

note: 1. £4.95 delivery charge is incurred for orders made online

2. Research from Elephant.co.uk, 2009

Posted in Press Centre on 15 June 2009