Aldi UK has pledged £16 million of price cuts across its Easter ranges as supermarkets battle to win over shoppers in the holiday season.

The supermarket will reduce prices across products including champagne, prosecco, and confectionery, cutting Cadbury Easter eggs by 40 per cent. "With Easter falling earlier this year, we're already seeing strong demand across our seasonal range," said Aldi UK chief commercial officer Julie Ashfield.

"Easter is a time when families can come together to celebrate, and our recent price cuts mark our promise to shoppers that they will make significant savings each time they shop with us."

The news comes days after it announced cuts to Easter meal staples including legs of lamb, potatoes, and onions. Aldi's "Super Six" vegetables — potatoes, carrots, onions, parsnips, garlic, and swede — have also been reduced to 4p.

Other budget supermarkets have also cut prices for the holiday. Lidl and Morrisons are pricing select vegetables at 4p in response to Aldi's announcement, and Lidl is also offering a £5 discount on shops over £50 for users of its loyalty scheme.

Aldi – and fellow German budget supermarket Lidl – are expanding rapidly in the UK. In September, Aldi pledged £1.6 billion of investment over a two-year period, and Lidl is currently the country's fastest-growing bricks-and-mortar retailer. Both are currently under review by the UK's Competition and Markets Authority over whether they should be considered Large Grocery Retailers, following their increase in market share.

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