Somerfield's new focus on tighter pricing is continuing to come though in stores with a new half-price campaign across fresh food.

Launched with high profile press ads in the nationals this week, it follows a campaign this month highlighting that more than 1,000 prices had been cut.

Somerfield's trading and marketing director Colin Smith said that the retailer was responding to customer demand for lower prices, better promotions and an improved fresh foods offer.

He added: "We have relaunched our in-store PoS package to highlight our hero promotional lines"

The Grocer 33 this week found that seven of the 33 items were on promotion at the Somerfield visited. Its basket was also 82p cheaper this week than last, down to £196.60, according to The Grocer 100.

The retailer announced plans last month to provide a "simpler, better and cheaper" grocery offer.