Bread is fast becoming a new front in the price war as soaring promotions push down the cost of a loaf.
Asda is selling 800g Kingsmill loaves at 3-for-£2.50 - just 83p each - and £1 Hovis loaves have been added to Tesco’s ‘Prices down and staying down’ activity - the only branded products being sold under the banner.
The average depth of cut on promotions on larger loaves sold by Kingsmill, Hovis and Warburtons in the big four supermarkets has also increased to 21.4% in the past six months - up from 17.5% in the same period a year ago.
As a result, the average price of a 750g-800g white, wholemeal or half-and-half loaf sold as own-label or by the big three bakers has fallen around 5% from £1.11 six months ago to £1.06 this week in the mults [BrandView.com].
While these cuts are not as drastic as the notorious 7p loaves seen during a supermarket price war in 1999, the last time a Big Three 800g loaf was offered for 83p was in Tesco in summer 2012.
It is also rare for the price to stay so low for an extended period - but the current 3-for £2.50 offer has already been running for almost six weeks.
No comments yet