Grocery group to slash cost of basics

A TOP Irish supermarket chain has slashed prices on basic household products in a bid to lure cash-conscious shoppers away from the booming low-cost German multiples.

The Musgrave Group, which owns Supervalu, is providing consumer cheer for shoppers by rolling out its Daily Basics bargain range to stop shoppers leaving their stores to buy cheaper staple items. Headline items include 65c for a loaf of white bread and 50c for two litres of bottled water, with many products in the range matching or beating the discount offerings in Lidl and Aldi.

The supermarket’s strategy shift comes after strong indications that consumers were minding their money and voting with their feet to find the best value goods.