Co-op has announced it is lowering the price of everyday products as it makes major changes to every store across the UK.
The supermarket is reducing costs and introducing a new value range for customers shopping on a budget.
The convenience retailer will drop the price of more than 300 branded and own-brand products across its 2,600 stores from Wednesday, October 21.
Everyday essentials will be slashed, with the average price falling almost 15% on products, including fresh fruit, vegetables, fresh British meat, rice, pasta and coffee.
In addition, and to further strengthen its value offering, Co-op is launching a 50-strong own label value range, Honest Value from November.
The range includes 100% British fresh meat and Fairtrade products, fruit, vegetables, ready meals, soft drinks and dairy, as well as household goods. Budget friendly products such as Honest Value Spaghetti Bolognese will also be available.
It launches in stores on Wednesday, November 4.
Co-op Food CEO, Jo Whitfield, said: "This is a multi-million pound investment to lower prices across 300 products and launch our new value our new range.
"Value is uppermost in the minds of shoppers and offering good, honest prices and fairly sourced products is important to help shoppers balance their budgets.
"We are proud to be able to make shopping even more convenient and on top of this, our new relaunched membership offering and weekly personalised offers could save top shoppers over £180 a year."
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It comes as Co-op opened seven new stores across Wales this year.
The supermarket chain's regional manager, Paul Chudley, said: "We are delighted to continue our investment programme in Wales which is creating new stores in communities, while transforming our existing sites – this includes the introduction of additional services, such as Amazon Lockers, Costa coffee and the phased roll-out of our own online shop alongside our work with partners including Deliveroo and John Lewis Click & Collect, to develop a really compelling convenience offer locally.
"Co-op is committed to connecting communities and making a difference locally, and our aim is to operate at the heart of local life.
"That is why we also want customers to know that they can become a Member of their Co-op, and that they can make a difference to local causes every time they swipe their Membership card when buying own branded products."
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