Aldi has launched its latest price-cutting campaign in the UK, the German discount giant has confirmed.

The ‘Big Deal’ promotion, launched yesterday (2 July), will see shoppers treated to a monthly selection of “unbelievable prices”, Aldi claimed.

The list of products varies each month but the current roster includes Aldi’s Neapolitan ice cream at GBP0.59 (US$0.96) down from GBP1.29.

According to the latest UK grocery market stats from TNS, Aldi, after months of outpacing the UK’s big multiples, is witnessing a fightback from the likes of Morrisons and Sainsbury’s.

Morrisons saw its sales rise by 9.3% in the 12 weeks to 14 June, taking its market share to 11.6%.

The growth seen at Morrisons was ahead that at discounters Aldi and LIDL, which saw their sales climb by 8.7% and 7.5% respectively.