Well after the recent news about Co-op Foods £100m Fair and Square campaign to reduce the price of a 1000 lines, Morrisons have stepped into the fray and flexed its muscles.
The Daily Mail is reporting that Morrisons is starting a £1bn price war, and slashing the price of 1,200 everyday food essentials.
So I see your £100m and raise you £1bn
So who's next Tescos? Maybe £1.5bn and 1,500 reduced lines?
Either way it's good news for the rest of us, at long last!