Co-op takes on the big four in a price war

SUPERMAKETS Co-operative and Somerfield are taking on the “Big Four” after unwrapping a bumper set of price cuts for Christmas shoppers.

The chains are offering customers more than £200m of savings over the festive period as well as rewarding them with a first ever “triple dividend”. It is available on key lines and is equivalent to a 6p saving in the pound.

The Co-op said the dividend is three times more valuable than other food retailers’ reward schemes – and the “divi “is still the only scheme that allows customers to take the saving in cash.

The giveaway, which is available at around 3,000 Co-operative and Somerfield food stores across the UK, is the mutual retailer’s biggest ever and was made possible by The Co-operative Group’s acquisition of the Somerfield supermarket chain earlier this year.

Chief executive Peter Marks said: “With rising fuel prices and financial pressures hitting household budgets this Christmas, customers are looking for a great deal locally.

“The acquisition of Somerfield has enabled us to offer them our best value deals ever across thousands of products, and, for the first time, Somerfield customers will be able to benefit from the famous divi, too!”

Christmas offers include half-price on roasting joints, smoked salmon and king prawns, Champagne and wine, and premium Christmas puddings.