The milk pricing war in the UK escalated even further today as Morrisons made the decision to slash the price of a pint to just 24p.
On Monday, Tesco fired the first shots of the supermarket skirmish by reducing the price of a four pint bottle by 39p, matching Asda's long standing price of £1.
Sainsbury's and the Co-op then followed suit on Wednesday.
Then this morning came an announcement from Morrisons, who previously sold two litters for 97p, that they are to cut the price of its own-brand meadow Park milk range to 84p, or 24p a pint.
With that, Morrisons say that they are now britain's cheapest supermarket for milk.
The president of the National Farmers' Union, Meurig Raymond, said earlier in the week that farmers were concerned that the price war could undermine farm gate prices.
He said: "We will be monitoring all retailers to ensure these price promotions do not get passed back to the farmer."
© 2014 - European Supermarket Magazine by Enda Dowling
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