With the UK currently in its deepest recession in living memory due to the effects of the coronavirus, and the big four supermarkets all investing in price to woo consumers away from the discounters, the Co-op too has vowed investment in that area. 

The convenience store specialist’s chief financial officer Shirine Khoury-Haq said the Co-op had been monitoring the moves of its competitors and promised it too would take action in the second half of the year. 

“Clearly we’re watching with price across the market and we will be investing in price, as other retailers will and we will continue to monitor that coming towards the end of the year and into the next,” she said.