Established manufacturers of branded coffee are coming under intense pressure in Germany as discount retailers slash own-label coffee prices. Lidl has further reduced the price of its Bremer roast coffee to €2.09 (US$1.98) from €2.99 for a standard 500 gram pack. The move comes in response to Aldi's much-publicised decision to cut prices for its own-label Markus Gold coffee from €2.42 to €2.29, and its cheaper Markus brand from €2.39 to €2.19.