The Co-op has announced a £70m investment to lower the prices of everyday essentials across its 2,400 stores.
The Manchester-headquartered convenience retailer is offering new prices across hundreds of products in a move it has said will lead to its members having the chance to save up to 11%.
The prices are being rolled out across all its shops and include six Co-op free range eggs being sold for £1.40, Co-op sliced loaf for 76p, and Co-op British Milk one pint for 85p.
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The Co-op said the £70m investment is believed to be the biggest ever made by a convenience retailer and includes more than 600 retail prices have also been lowered across Co-op stores for all shoppers.
Matt Hood, managing director for Co-op Food, said: "Households budgets are tighter than ever, and we’re committed to lowering our prices on the key lines that we know will make a real tangible difference to the millions of Co-op members and customers who shop with us every day as a convenience retailer.
"I’m clear there should be no compromise on quality and value by shopping in convenience. This is not a loyalty programme but rather the Co-op difference in action, whereby the people who own our business, our members, benefit every time they shop."