A UK supermarket giant is selling a DVD player for less than the price of the discs you play on it.
Around 80,000 of the £9 Durabrand 1005 machines went on sale in Asda stores this morning.
The £9 DVD Player that's available from Asda
The supermarket chain says the bargain price makes them the cheapest DVD players on sale in the UK. It expects the £9 machines to sell out within two days.
Asda's general merchandise trading director Peter Pritchard said: "This is such a jaw-droppingly low price customers might struggle to believe it, but we are selling a DVD player for under a tenner."
The cheapest DVD player available via the price comparison website pricerunner.co.uk is the £17.79 Alba DVD62 model on sale at Argos and Homebase.
Gary Goodman, marketing director of pricerunner.co.uk, said supermarkets had helped drive down the price of consumer electronics over the past year.
Commenting on the £9 deal, he said: "They want to get consumers to buy other things. I'd be surprised if they are making a profit on it."
