Kwik Save joins retail price war

Kwik Save, the original cut-price chain, has entered the supermarket price war by slashing prices on major branded lines and freezing or lowering prices on own-label ranges.

The 888-outlet discount chain says the new campaign, called “price fighters”, will result in 50 per cent cuts on some branded goods and frozen or reduced prices on Kwik Save own-label No Frills and Somerfield’s Basics until September 1.

The initiative means lines such as Bernard Matthews turkey drumsticks (680g) will be reduced from 1.27 to 63p and a litre bottle of Fairy Liquid will drop from 1.43 to 95p.

The chain says the campaign, which will be backed by a national press campaign through McCann-Erickson featuring a boxing glove logo, is an attempt to position itself as the cheapest family supermarket.

However, the move comes in the wake of highly publicised price cuts by market leader Tesco and assurances from rivals Sainsbury’s and Asda that they will match cheaper prices. Safeway, the fourth placed supermarket, has said it is monitoring the situation.

Kwik Save states: “It is not a response to Tesco. It is something that was always planned; unfortunately Tesco’s campaign has been launched as well.”

Alan Shepherd, Kwik Save communications director, adds: “This isn’t a gimmick… we’re determined to remain the UK’s lowest priced family food store.”

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