Morrisons has confirmed that it is cutting prices of 200 "everyday items" by up to a third.
The UK's fourth largest supermarket will slash prices on the likes the milk, bread and butter as it continues to reset its prices downwards.
These are the first price cuts instructed by new CEO David Potts and come after Morrisons posted its first sale rise in 18 months last week.
New chief executive David Potts said the cuts would mean prices for "cupboard essentials will be amongst the lowest on the market."
The move is part of Morrisons strategy to keep pace with the rise of the discounters such as Aldi and Lidl.
Last year Morrisons profits halved - taking it to the lowest level for eight years.