Monday’s launch of a third major supermarket in Keighley has triggered a price war between rival businesses.

Asda has opened its £25 million Bradford Street outlet within a ten-minute walk of Morrisons and Sainsburys and three smaller supermarkets.

Asda General store manager, Karl Brown, said: “This project has been 10 years in the making and we’ve recruited 340 staff from the local area in 12 weeks.

“There will be an impact on those other supermarkets but I don’t want to be complacent because the existing supermarkets have been in Keighley a long time and have got well established bases.”

Asda’s closest competitor is Sainsbury, which has already announced plans to expand.

Last year, Aldi was given permission for an extension in Gresley Road, which could see its floor space increase by almost a quarter.

In addition to Asda, Sainsburys, and Aldi, Keighley has Morrisons, Netto and a relatively new outlet — Shan’s Supermarket in Alice Street.

Keighleys three supermarket petrol stations — Asda, Sainsburys and Morrisons — were all charging the same price for a litre of unleaded yesterday, 99.9p.

Hundreds queued to get into Asda on Monday morning. It opened to the public in Keighley for the first time amidst sunny weather and a range of entertainment.

The attractions included a DJ, a balloon modeller, an acrobatic stilt walker and the Keighley Cougars’ mascot, Freddie.

Children from Oxenhope and Eastwood primary schools released more than 200 balloons from the store car park.

The person who finds the balloon that travels the furthest will win a £50 gift card.

Among those present at the launch was Keighley resident Nick Agarwal. He is returning to Asda later this month, after a three-year assignment in America as vice president for communications at Asda’s parent company, Walmart.

He said: “It’s an honour to be part of the opening celebrations for my home town Asda, and to support the team who are going to serve Keighley in the years to come. We’re looking forward to bringing a very welcome boost to the local economy.”

This is the first brand new food store Asda has built in Yorkshire since its Dewsbury branch opened more than seven years ago.

The Mayor of Keighley, Councillor Margaret Ward, was alongside Mr Brown to open the enterprise officially at 10am.

She said: “I think it’s very spacious, smart and impressive.

“The food looks to be good value — we all had a bacon buttie earlier which was very nice.

“I’ve been talking to the staff this morning and they are pleased to have jobs.

“This has to be an asset for the town, as they’re employing 340 people and the way they’ve used the land has been great.

“It’s a bit of regeneration, which is what the town needs.

“The area looks tidier than it did before.”

Cllr Javaid Akhtar, who represents the town council ward where the supermarket is based, said: “I think its fantastic, it has transformed the area.

“I’ve had positive feedback from residents and I’m pleased with the way Asda is acknowledging and working with the community.

“The only thing we waiting to see is how the traffic situation pans out.”