The Nikon Coolpix L23, announced amongst a plethora of new Nikon cameras back in February, has seen its price slashed to less than £50 by Asda.
Available for £49, this represents incredible value for a 10.1-megapixel compact camera from a respected brand.
The L23 is a fun-cam that would be perfect for small kids, or older people looking to make the jump to the digital camera revolution.
It packs in some decent kit apart from the 10.1-megapixel resolution CCD image sensor; it has a 5x wide-angle zoom lens and a 2.7-inch LCD display and can also shoot videos at VGA 640x480 (30 fps).
There's an easy auto mode for simple point and shooting, a built-in electronic vibration reduction and motion detection to prevent camera shake as well as a smart portrait system which houses features such as smile timer and skin softening.
Gemma Clarkson, technology expert at Asda, said: "Once again, Asda is taking the lead on price. This is an incredible opportunity to own a camera from one of the world’s leading brands at a fraction of the cost normally associated with premier league photographic equipment.
"Our offer is timed perfectly for the start of the holiday season and will give many the opportunity to capture terrific memories of their summer break this year."