Asda has fired the opening salvo in the back-to-school price war by selling an entire kids' uniform, including shoes, for less than £10, 34% down on last year's price of £14.95. The package for three- to six-year- olds includes a polo shirt, vest, sweatshirt, underpants, pair of socks, trousers or a skirt and a pair of black scuff-resistant shoes for £9.96. A rival retailer described Asda's offer as potentially 'devastating' to other back-to-school retailers. Retail Knowledge Bank senior partner Robert Clark said: 'It throws down a challenge to Primark, Peacocks and Matalan, not to mention Mothercare.' Asda said the price tag was calculated on unit price for certain products only available in multipacks. For example, the retailer said a vest would cost 67p, but must be bought in a three-pack for £2.