Supermarket giants escalate price war

THE supermarket price war has heated up further with two of the biggest players pledging to cut more prices in a bid to win customers.

Tesco said it is cutting prices on Irish brands by 11%, while Superquinn also announced a new series of pricereductions.

Just as Tesco finishes the roll-out of its multi-million euro Change for Good campaign, which saw it cut the prices of 12,500 items, it said it is slashing the prices of 100 Irish products, with some cuts up to 66%.