Booker has launched what it claims is its biggest-ever price rollback.

The cash & carry giant has invested £8m in the rollback, with prices slashed on more than 500 products across grocery, soft drinks, wine, spirits and non-food.

The price cuts include the wholesale selling price of 27 x 288ml packs of Ribena falling by £1.96 to £6.99, 10 x 460g packs of Heinz Tomato Ketchup falling by £2 to £12.49 and 16 x 500g packs of Butterific falling £1.70 to £11.99.

The initiative was to help independents compete on price against the multiples, said Steve Fox, sales director for retail. "Having a strong value offering in store has never been so important and this new rollback will help customers achieve this.

"These prices are all held until at least the new year to provide our customers with confidence they can offer great value in the run-up to Christmas. This is in addition to the already low prices on everyday essentials such as bread at 65p when bought in a tray of 10 and milk at 85p when you buy a case of four."

A new hand-rolling tobacco with profit-on-return of 12% has also been launched. The two Red Band products are available in 10 x 12.5g for £20.59 and 5 x 25g for £20.39, but are being launched with a 'buy 2 outers and save £5' promotion increasing PoR to 22%.

Last month, retail sales of RYO tobacco broke the £1bn for the first time, with sales of £1.026bn in the year to July [Nielsen].