Prices of hundreds of goods in Co-operative Group food stores have been lowered.
The Fair & Square campaign has been launched across the Group’s 2,800 stores with an ongoing commitment to lower prices on everyday essential items.
It will initially concentrate on staple products such as bread, milk, eggs, chicken, bacon and bananas and is being supported by a high profile TV advertising campaign together with other promotional activity.
Steve Murrells, chief executive, retail said: “The Co-operative Food is changing. We have a clear ambition to be the UK’s best community retailer, delivering deliciously food conveniently, and we understand what we need to do to get there.
“Our plans are challenging yet achievable. By introducing permanent price reductions on hundreds of key product lines, we are further responding to the needs of local people in providing them with a compelling and truly convenient shopping experience.”
The campaign is in response to consumer feedback that shows shoppers want lower prices. The price investment is being supported by on-going efficiencies and cost reductions being made by the business, according to the Group.
A part of the initiative is the introduction of four large family-sized loaves (800g) at just 75p each, which comes with a taste guarantee and also feature a guide on how to make loaves last even longer with easy-to-follow freezing instructions.