The grocer announced yesterday it would be reducing prices across its own-brand ranges including Savers, Wonky and Essentials.

The reductions will focus on staples, with the price of a medium white loaf of bread reduced from 45p to 39p, while pasta sauce will be down to 39p from 57p. While in fresh food, bacon, cooked chicken and cheese, as well as fruit and vegetables including apples, pears and potatoes have all had prices reduced.