Danish discount grocer Netto is reducing the price of more than 100 staple products as it seeks to reinforce its low price proposition.

The initiative – called The Big Price Drop – aims to offer shoppers an average saving of 11.6 per cent. Prices will be dropped this week on items such as cereals, tea, coffee, milk, baked beans and sausages.

Netto UK trading director Bent Holm said: “We’re lowering the prices on products that UK consumers buy week in, week out. We’ve focused on a wide mix of big brands as well as our top selling, exclusive own-label products.”

He added: “This price drop isn’t just a marketing gimmick; it’s about driving down costs for the long term. The word discounter is used quite liberally now in the UK retail industry but many stores do not have true discount prices.”