Discount giant Aldi has fired another salvo in the ongoing UK price war with plans to reduce prices on a clutch of products.

The German retailer, which has steadily increased its share of the UK grocery market in recent months, is to sell a slew of lines at GBP0.99 (US$1.46).

Fruit juices, cheese, pasta salads and chips are among the products set for the price curt.

Aldi UK and Ireland manging director Paul Foley said the retailer’s move stood in contrast to “short-term promotions” made elsewhere.

“Avoiding short-term promotions offering consumers freebies and multiple-products they don’t need, enables our customers to save more at the check-out,” Foley said.

“We only offer products comparable with market leading brands and supermarket standard and premium own label ranges. Essentially, our shoppers pay at least GBP23 less per week for the same or better quality products at Aldi. This is causing more shoppers to step-out of their supermarket comfort zone as they aim to save money, while maintaining the quality of their lifestyles.”