An escalating price war between the U.K.'s largest supermarkets means that the price of milk is now cheaper than bottled water, research shows.
Britain's big four grocers – Tesco, Morrisons, Sainsbury's and Walmart's Asda – have all slashed grocery prices over recent days in a bid to maintain market share in the competitive supermarket space.
And – according to research by trade magazine The Grocer – fresh, own-label milk is now cheaper than some brands of bottled water on a pence-per-liter basis.
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