The battle among grocers for Britain’s shopping baskets has moved up a gear, with the Co-op ploughing £125m into cutting the prices of fresh fruit and vegetables in its 2,800 UK stores.
The move by Co-operative Food – in its attempt to become the UK’s number one convenience retailer – will escalate the price war between the big five supermarkets, in the face of the ongoing threat posed by discounters Aldi and Lidl.
The investment by Co-op will see some fresh produce prices halved and discounts on more than 100 lines. The price salvo will prune a range of popular fresh fruit and vegetables, starting with iceberg lettuce, carrots (500g) and whole cucumbers priced at just 39p each. The programme has already been trialled in Wales.
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