The UK’s leading supermarkets announced a succession of price cuts yesterday in the battle to offer the cheapest veg for Christmas.
Morrisons initially revealed that it was cutting the cost of some of its festive vegetable lines to 10p – undercutting recent 15p pledges from Tesco, Sainsbury’s, Asda, Aldi and Lidl.
Asda subsequently announced that it was also slashing its prices to 10p on items including Carrots, Parsnips and Brussels sprouts. Lidl then beat that with a cut to 9p, closely followed by Aldi.
Asda quickly hit back, dropping the price to 8p, with Aldi and Lidl copying the move.
The cheap veg at Tesco, Sainsbury’s, and Morrisons requires shoppers to be members of their loyalty schemes, whilst the offers at Aldi, Lidl, and Asda benefit all shoppers.
Whilst discounting the price of vegetables in the final weeks of December has become a regular tactic in recent years to attract shoppers doing their big Christmas shop, farmers have raised concerns that it warps shoppers’ perceptions about the fair cost of growing produce.
