The first signs of The Co-operative Group's increased buying power following its acquisition of Somerfield are starting to filter through, with the society launching a raft of deep promotions.

Following in the footsteps of the big four, the society has launched a string of £1 promotions, covering items from its premium own-label range Truly Irresistible and brands such as Cheestrings, Hellmann's, Lurpak and Cadbury.

It is also continuing its meal deal promotions by offering a £4.99 Easter meal of two Scottish skinless salmon fillets, trimmed fine beans and baby new potatoes.

From Monday it plans to follow this up with a half-price whole chicken roast that includes a high-welfare Elmwood fresh whole chicken, a packet of cauliflower and broccoli florets, Maris Piper potatoes and a frozen cheesecake. Products in its Truly Irresistible range are also 20% off.

The Co-op Group's food MD Tim Hurrell told The Grocer in September that the Somerfield acquisition would enable The Co-op Group to better compete on price with the big four.

"There have been a lot of changes in the market on price, with the success of the discounters and the supermarkets' 50p promotions," he said at the time. "If we are going to be the fifth-biggest player, we have to respond. By far the biggest benefit to the Somerfield acquisition is that we will be able to improve our buying terms."