Marks & Spencer is slashing the prices of "household staples" including avocados, smoked salmon and ciabatta rolls as it fights to win over middle-class shoppers.
The supermarket is reducing the prices of 70 of its most popular items in a shift from raising prices to cutting them.
A pack of two avocados is set to be five per cent cheaper at £1.90, smoked salmon fillets will become 11 per cent cheaper at £10.00 for a pack of four while the price of yoghurt will also reduce by 12 per cent to £1.10.
The retailer said it was lowering the price of these items as they were some of its most popular products.
The retailer said it was lowering the price of these items as they were some of its most popular products
PA
M&S has sold more than 400,000 packs of avocados in the past four weeks and 140,000 pots of Greek yoghurt.
Alex Freudmann, managing director at M&S Food, said: “We’re determined to keep up the pace for our customers.
"Our value perception is at its highest point in six years because we are relentlessly focused on price with no compromise to the magic of M&S Food.”
The price cuts come as grocers slash prices after more than a year of relentless price rises.
On Monday, Morrisons announced its sixth package of price cuts in six months, while Tesco and Sainsbury’s have also reduced the price of products in recent weeks.
But while rival supermarkets have slashed the price of essentials such as milk and bread, it seems M&S is aiming its price cuts squarely at the middle classes who have traditionally been their core customers.
As the worst inflation crisis in 40 years continues, middle-income families have increasingly shopped around for the best prices.
As the worst inflation crisis in 40 years continues, middle-income families have increasingly shopped around for the best prices
PA
Last week, Tesco said it was winning more market share from the higher-end premium supermarkets, with sales of its Finest range up 15 per cent compared to last year.
Freudmann said its customers were “looking for certainty on spending” and its focus was on offering “the best possible quality at the best possible price”.
In addition to the price cuts, M&S is also freezing the prices of 150 products until the autumn.
Products having their prices locked include pork sausages, coleslaw and corn.
