UK retailer Tesco has launched a fresh wave of price cuts as part of its Big Price Drop promotional campaign.

A spokesperson for the company told just-food that Tesco is reducing the price of “another 450 lines” of “products families need to buy each week”.

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“Tesco is determined to do all we can to help our customers cut their shopping bill in these tough times,” the spokesperson claimed.

The UK’s largest retailer first launched its Big Price Drop campaign in September. The move formed part of an overhaul of Tesco’s promotional strategy. The retailer reduced the number of multi-buys and ended its double Clubcard promotion. Tesco cut prices again under the Big Price Drop campaign before Christmas.

Today (28 February), data from Kantar Worldpanel showed that, in the 12 weeks to 19 February, Tesco’s share of UK grocery sales was 29.7%, the lowest level in almost seven years.

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