Somerfield has launched a new Price Smash initiative which is being supported by radio and national press advertising.
Releasing the group’s annual results last week, chief executive Steve Back announced that it would be sharpening its value proposition to improve its competitiveness.
Now prices of hundreds of big-brand and own-label products have been cut as a start to the Price Smash campaign.
A spokesman for the supermarket said: “We are determined that our customers will get the message that Somerfield is as focused on price as we are on delivering great quality fresh foods.”
Meanwhile, Sainsbury, Morrisons and Asda are continuing to drive home their own message on pricing.
Morrisons was promoting summer deals on fresh foods and Sainsbury was running bogof offers on frozen. Asda was also promoting bogofs, as well as a half-price sale on George, home, electricals and jewellery.