The retailer has reduced prices by 11% on average across 200 lines, including meat and fish, fruit and veg, dairy and cupboard essentials. 

Products with price reductions include DNA traceable British beef mince, which has dropped from £5 to £4.25, responsibly sourced tuna steaks, reduced from £6.50 to £5.50, and red kidney beans, down from 80p to 60p.