Sainsbury’s, Tesco, Lidl, and Aldi have lowered the prices of own-brand bread and butter in a move designed to help struggling customers budget during the cost-of-living crisis.

The decision to reduce prices comes after research by Which? found that sliced white bread prices have gone up by an average of 30 per cent over the past year, with overall supermarket own-brand prices increasing by almost 21 per cent over the 12-month period.

Prices of other staple foods such as cheese have risen by as much as 80 per cent, with overall food and drink prices having jumped by by around 17 per cent.

All four supermarkets said that they would be dropping some own-brand bread to 75p, while the price of butter has dropped from £1.99 to £1.89.

Tesco was reportedly pushing for price cuts from its suppliers last month in a bid to reduce costs for consumers.

Commenting on the price cuts Tesco group chief product officer, Ashwin Prasad, said: “As families continue to watch their weekly spend and budget carefully, we’re pleased to be able to pass on price reductions where we can, and to help with everyday essentials like bread and butter.”

According to Which?, Lidl has suffered the highest rate of inflation out of the UK’s top eight supermarkets, jumping by 25 per cent. Aldi was close behind with an increase of nearly 24 per cent, while Sainsbury’s prices are up by 15 per cent and Tesco’s by 14 per cent.

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