The Co-operative and Somerfield have waded into the supermarket Christmas price war with the launch of a £200m promotional assault.

The offers include a first-ever triple dividend, available at around 3,000 Co-op and Somerfield shops. The offer is available on key lines, and equivalent to a 6p in the pound saving for shoppers.

The £200m package is the Co-op’s biggest ever Christmas campaign. Offers include half-price roasting joints (beef, pork and lamb), half-price smoked salmon and king prawns, half-price Champagne and wine, and half-price premium Christmas puddings.

The move follows price campaigns launched by rival grocers Asda and Tesco, which promised savings of £150m and £250m respectively. Also, Sainsbury’s has launched a campaign for its Nectar card customers.

Peter Marks, group chief executive, at The Co-op said: “With rising fuel prices and financial pressures hitting household budgets this Christmas, customers are looking for a great deal locally.  The acquisition of Somerfield has enabled us to offer them our best value deals ever across thousands of products, and, for the first time, Somerfield customers will be able to benefit from the famous divi, too.”

In addition, shoppers will also be offered coupons, worth a total of £60m, for discounts on their shopping bill the next time around.

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