The Co-operative Food has cut the prices of its fresh fruit and vegetables at 2,800 stores across the UK.
More than 100 lines will be discounted by as much as half under its ‘Fresh Three’ promotions, beginning with lettuce, carrots and whole cucumbers selling for 39p each.
The Co-op’s £125m investment in price-slashing is the latest move in a ramping-up of the price wars between retailers in the UK amid increasing competition from major discounters Aldi and Lidl.
“Food retailing remains highly competitive and we have responded to provide customers with great prices and fresh, quality products at each of our stores,” Steve Murrells, The Co-op's retail chief executive, said.
“This makes our price investment the biggest by a convenience retailer, providing consumers across the length and breadth of the UK with lower priced produce and helping them to keep shopping in their neighbourhood.”
The Co-op is the UK’s fifth-largest grocery retailer, with 2,800 stores ranging from convenience stores to supermarkets.
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