The store issued a statement declaring it is making £80million in price cuts on 1,000 items. Price cuts in fresh produce are not drastic however, with a 500g pack of prepared swede and carrot down 10p to 89p, six-packs of kiwifruit down by just 1p and Cantaline melons the biggest saving of 42p at £1.27 each.

Asda looked like it might follow suit, but has only snipped prices on its George branded clothing range. And Safeway director Kevin Hawkins was reported by BBC Online as playing down the cuts at rival stores.

'We have so-called price wars about three times a year,' said Hawkins. 'Typically, in the two or three months leading up to one of these initiatives, prices are increased.' Hawkins also urged shoppers not to take their eye off the ball because reduced prices on some lines could mask increases on other goods.