Reasonable prices - Retailers lead the way

The price-cutting campaign launched by SuperValu yesterday should be warmly welcomed as another step on the long road to achieving reasonable prices in this country.

The campaign, which emphasises a commitment to Irish suppliers and Irish jobs, promises to reduce the price of the average shopping basket by 23%.

The move follows price cuts by the chain’s main competitors. Tesco, Dunnes Stores, Lidl and Aldi had previously announced price reductions.