The Asda supermarket chain has cut the prices of more than 200 own-label products.
The 226 items, which have been reduced in price by an average of 9%, span the fresh fruit and vegetables, frozen meat and fish categories, as well as cupboard staples and popular ready meals.
This initiative comes as the latest Asda Income Tracker shows that 40% of UK households had negative disposable last month.
Asda has also recently launched a summer price lock campaign to freeze the prices on 500 popular branded and own-label products until the end of August.
