The price war raging between Japanese grocers has intensified, with Ito-Yokado Co and AEON both announcing fresh discounting initiatives.

From yesterday (18 March), supermarket chain operator Ito-Yokado slashed the prices of 100 food items by 15%.

Ito-Yokado, which is a Seven & I Holdings Co unit, will reduce prices on its own brand items and food products made elsewhere.

Today, its main competitor Aeon announced it was cutting back its product numbers by 40% and lowering the price on 3,400 offerings.

Aeon also said it would concentrate its efforts on its low cost brand, Topvalu. It will cut 1,700 prices across its Topvalu line and introduce more thrift items to its Bestprice by Topvalu range.