A new front has opened up in Highbridge’s petrol war as Murco have taken on the retail giant in a battle over price.

The family firm have hit back at Asda with a under-a-quid price pledge on unleaded. Asda had previously offered fuel at 99p a litre for the first three days when it opened and at the time of going to press were advertising unleaded at 101.7p.

The owner of the Murco and Spar store on the A38 say it shows Asda’s claims as selling cheap fuel can be challenged. Laurence Haring of the family business said: “I know the supermarkets have announced their unleaded is now staying below £1 up until Christmas but we are too having made the pledge last Saturday. Our site on Huntspill Road will be selling unleaded at below £1 per litre until at least the close of business on Christmas Eve - not just for three days.”

Mr Haring said that in contrast to Asda his fuel station accepted cash and offered a personal service as unlike the supermarket it was not pay at the pump but pay in the Spar shop. It meant customers could stock up on newspapers, magazines, confectionary, snacks, food to go, drinks and lottery tickets.