Aldi has slashed prices across its fresh fruit and vegetable range as Morrisons becomes the latest supermarket to launch a price match scheme for the discounter.
Aldi said its latest round of price cuts represented savings on around a quarter of its range, with more than 50 items falling in price by an average of 7%.
The price cuts are across products such as berries, grapes, tomatoes, apples and ready-to-eat salads.
Julie Ashfield, managing director of buying at Aldi, said: “This year we’re aiming to cut more prices than ever before, helping our customers access the lowest prices possible.
“At Aldi we are committed to making healthy and varied diets affordable for all – with many customers often coming to us for our low prices but staying for the award-winning quality.”
The announcement comes as supermarket giant Morrisons today became the latest full assortment grocer to launch an Aldi and Lidl price match scheme.
Morrisons launched the scheme today, which price-matches both discounters across 200 products including cupboard staples such as cornflakes, canned tomatoes, baby wipes, rice and bread.
The Yorkshire-based supermarket joins competitor Asda in having a price-match scheme specifically targeting both Aldi and Lidl.
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