Here two ASDA eReaders, for 50 and 75:
View Quest Mediabox
Elonex E-Reader
Both with different specs; good price, eh?
I like the introduction text with the hint to the kindle price and the referral to Gutenberg:
Start building your eBook library with our amazing £52 reader
With sales of eBooks soaring we’ve introduced a great new eBook reader – the View Quest Mediabox – that at just £52 is less than half the price of Amazon’s lowest cost Kindle and packed with loads more features.
Unlike more expensive options like the Kindle, the View Quest Mediabox also plays movies and music on its 5-inch-wide colour screen.
The great thing about an eBook reader is that you don’t have to spend any more money to get your hands on a complete library of classic literature.
You can find thousands of free out-of-copyright eBooks online at sites such as Project Gutenberg and download them on to your reader. And whenever you want to buy newer titles, the reader is compatible with a wide range of content formats available.