The Co-operative Food has dropped the prices of its fresh fruit and vegetables as part of an aggressive £125m price investment strategy.
Some fresh produce prices have been halved, and there are major discounts on over 100 fresh produce lines. A move similar to Aldi’s ‘Super 6’ sees revolving offers on popular produce – known as ‘fresh three’ – starting with Iceberg lettuce, carrots (500g) and whole cucumbers priced at 39p each.
The investment strategy plays to consumers’ shift to buying little, often and local. It is a major component of the Co-op’s bid to become the UK’s number one convenience retailer. The programme has already lowered the cost of everyday staple products – such as eggs, chicken, bacon and bread.
Steve Murrells, Retail Chief Executive, The Co-operative Group, said: “Food retailing remains highly competitive and we have responded to provide customers with great prices and fresh, quality produce at each of our stores. This makes our price investment the biggest by a convenience retailer, providing consumers across the length and breadth of the UK with lower priced produce and helping them to keep shopping in their neighbourhood.”
Referring to the 255 store refits the group is undertaking this year, he concluded: “We are freshening up our stores in every sense, investing in price and the in-store environment to transform the shopping experience for communities.”
