The price war between the big four supermarkets is continuing to hot up, as the price on hundreds of lines is either halved or cut to 50p.

The rise of discounters such as Aldi and Lidl is the reason behind the cuts, The Telegraph reported.

Jonathan Pritchard, supermarket analyst at City firm Oriel Securities, said: “This isn't just a marketing ploy. This is different; this is a real price war.

“Tesco is concerned they are losing market share to the discounters. And when Tesco moves on price, everyone gets caught in the cross fire.”

Over the last few days Tesco has cut prices on 500 lines, including fruit, vegetables and herbs.

Asda and Morrisons are launching a range of 50p goods, including an iceberg lettuce, for this weekend only.

Meanwhile, Sainsbury’s will be halving the price of 40 fruits and vegetables, including strawberries down from £3.99 to £1.99 and a bag of seedless white grapes from £4.49 to £2.24, for the weekend.

Topics