"Lidl is reducing the price of a medium sliced pan to 85c, saving consumers more than 10pc a loaf. The reduction will apply to Lidl's range of five sliced-pan products and comes into effect immediately, it said. Last month the German discounter cut the price of its own-brand milk by 10c, prompting rivals to match its reductions. Shoppers will be hoping this latest move by Lidl to cut bread prices will kick-start a wider price war ahead of the expensive Christmas period."
"Lidl Ireland and Northern Ireland chief executive Robert Ryan said his company will not be beaten on price. "This latest round of price cuts represents our continued investment in delivering real value for our shoppers. "Bread is a household staple, and by lowering the costs of everyday essentials including bread and milk, we're helping families' money go further." Last month the German retailer prompted its rivals to follow it after it lopped 10c off the price of milk."
Lidl reduced prices on five sliced-pan products, lowering medium sliced white pan (800g) to €0.85 and cutting several other loaf prices by 4–10c. Specific new prices include toaster sliced white pan (800g) €0.99, white half loaf (400g) €0.75, brown pan medium sliced (800g) €0.95 and Best Balance sliced pan (800g) €1.05. Lidl previously cut its own-brand milk by €0.10, which prompted rival matching. Dunnes Stores, Aldi, SuperValu and Tesco are expected to respond to the bread cuts. Official CSO figures show annual inflation rose 2.9% to October, with food and dairy prices increasing.
Read at Irish Independent
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