Tesco and Morrisons have launched fresh price salvos as the mainstream supermarket players battle to close the gap to the discounters.

Britain’s biggest grocer Tesco has kick-started its centenary year by unveiling its ‘100 years of great value’ campaign.

The retailer has slashed prices across branded products including Heinz, Nescafé, Cathedral City and L’Oréal in its drive “to help feed the family for less”.

Tesco’s big four rival Morrisons has cut the price of more than 900 “store cupboard favourites” including chopped tomatoes, cereals and ready meals by an average of 20%.

The Bradford-based grocer’s marketing director Andy Atkinson said: “We’re listening to customers who are telling us that their budgets will be stretched in January, so we are cutting every penny we can on the essentials that will help them feed their families.”

The price cuts come after Aldi revealed it had delivered “record” Christmas sales of almost £1bn during December.

In the final week to December 24, total sales grew 10% year on year.

Tesco, Morrisons and fellow big four grocer Sainsbury’s will all unveil Christmas trading updates of their own this week.