Supermarket giants Morrisons and Asda are cutting prices on several food items as they face a fierce battle retaining customers as the cost of living continues to soar.
Despite their best efforts so far, both Morrisons and Asda have seen a reduced number of customers visiting their stores with customers choosing to shop elsewhere.
As a result in the continued soar of the cost of living, hitting household's finances, discount supermarket's, such as Aldi and Lidl, have benefitted with a rise people shopping at their stores instead.
Battling to retain customers, Morrisons and Asda have put plans in place.
Morrisons said it would offer an average of 13% reduction on price on more than 500 goods which include eggs, beef and rice.
The cuts in which the UK's fourth-largest supermarket would cover items that are either refridgerated and frozen as well as store cupboard ingredients.
It's been estimated that the cuts will affect 6% of its total sales volume.
Meanwhile, Asda has said it had 'dropped and locked in' prices on some products until the end of this year.
In this plan, more than 100 products are to see a price cut with items ranging from fresh fruit and vegetables to fresh meat and frozen food.
Both supermarkets hope to ride out the storm but recent industry data shows that more people are prefering own-branded items in order to save money - something that discount supermarkets specialise in.
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