Grocery prices to be slashed as supermarkets enter price war to lure in customers
GROCERY stores are locked in a price battle with huge cuts expected to be unleashed this autumn.
Morrisons is expected to strike the first blow, announcing extensive cuts to meat and poultry, with other supermarkets gearing up for deep cuts to their products.
In the price drop, Morrisons will cut the price of meat and poultry by up to 20 per cent while vegetables will be sold for more than a third less.
It's a desperate swing against German discount stores, Aldi and Lidl, which have seen huge growth in the past year.
The two discount supermarkets now account for more than 10 per cent of the grocery market, with Aldi overtaking the upmarket Waitrose earlier this year.
Lidl has also emerged as the fastest-growing supermarkets in the UK.
Aldi hit headlines in June after it announced it would stock the world's most expensive cut of beef, a Wagyu ribeye, for just £7.29.
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But Morrisons have upped their game, announcing it will reduce the price of their topside beef steak from £12.50 to £10 per kg.
Wafer-thin cooked ham will also be slashed by more than 30p, down to £1.56.
Price comparison website MySupermarket.com said grocery prices for families had fallen 4 per cent in the past year.
The drop, which saw the price of onions down 35 per cent, also means broccoli will be sold for 20 per cent less while mushrooms are being sold for 11 per cent less.
The big four, Tesco, Asda, Sainsbury's and Morrisons all previously pledged that product prices would be cut to combat falling sales and the rise of the cheaper rivals.
MySupermarket chief executive Gilad Simhony said the battle of the supermarkets was a welcome relief to families in the uncertain period post-Brexit.
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