Fruit and vegetable growers have managed to escape unscathed following Tesco’s latest salvo in the ongoing retailer price war.
The retailer has axed £30 million off the prices of hundred of products, but fortunately fruit and veg have escaped on this occasion.
A spokesman said: “There are no cuts on fresh produce as we have focused on that in previous sets, this time we’re focusing mainly on grocery, frozen and household.”
However, frozen mixed vegetables have been hit by 15 per cent, down from 88p to 75p.
The cuts are the fourth already this year and Tesco is now claiming to have lowered its prices by £5 million every week of 2004.
The announcement will also be supported by a new national advertising campaign both in press and on television, focusing on ‘Tesco products at great prices’.
Tim Mason, marketing director, said: “Our success is based on doing the best job for customers and is driven by our long term strategy to lower prices. Our pricing is very clear and simple and these new adverts reflect that.”
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