Tesco to slice the price of bread to beat Aldi and Lidl
The TelegraphTesco has signalled it is ready to slice the price of bread, as Britain's biggest supermarket strives to compete with rivals Aldi and Lidl. Ken Murphy, Tesco’s chief executive, said: “We would hope that, in certain areas, in bakery, you will start to see some deflation.” He added the retailer would be “very vigilant and very rigorous” to get a better price from its suppliers when it could see their costs going down. At Warburton's, for example, the price of a loaf of sliced white bread went up by 16pc in January at Asda and Morrisons in January, according to Assosia data published in The Grocer. Tesco’s latest comments come a day after it said it would ramp up its price-cutting efforts, lowering the price of a pint of milk to below Aldi and Lidl.