Fresh fruit and vegetables have been reduced in price at Co-operative Food stores in an attempt to be more competitive.
The initiative, part of a £125m price investment strategy, has already seen reductions on hundreds of items including eggs, chicken, bacon and bread. This latest investment will see lettuce, carrots and whole cucumbers priced at 39p each.
Retail chief executive Steve Murrells said: “Consumers are shopping differently, buying little, more frequently and, increasingly swapping the weekly shop for purchasing what they need, when they need it.
“In addition, food retailing remains highly competitive and we have responded to provide customers with great prices and fresh, quality produce at each of our stores. 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 Group also revealed that this year it is actively pursuing 100 new convenience stores and will refit 255 branches. Mr Murrells added: “We are freshening up our stores in every sense, investing in price and the in-store environment to transform the shopping experience for communities.”