Aldi has slashed the price of some of its most popular products to just 99p as it wades into the supermarket price wars.

The German discounter has cut prices permanently on products such as fruit juices, cheeses, pasta salads, steak cut-chips and household cleaning items.

Aldi UK and Ireland group managing director Paul Foley said: “Avoiding short-term promotions offering consumers freebies they don’t need enables customers to save more at the checkout.”

Aldi said it has increased shopper numbers 11 per cent in the first three months of the year.