Steve Hawkes, Retail Correspondent
Attend an evening with Andre Agassi

The pint of milk was at the centre of a ferocious supermarket price battle yesterday as Asda and Tesco vowed to cut millions of pounds from customers’ shopping bills this weekend.
Asda said that it was slashing the price of a two-pint bottle of milk from 80p to 50p - its lowest price since 2001. Angry farmers said that the battle could force them out of business.
Spiralling food prices have been blamed for the steepest rate of inflation in 16 years. The average weekly grocery bill for a family of four has risen by 25 per cent in a year to £127.
This week, Tesco introduced Fresh ’n’ Lo milk, costing £1.06 for a two-litre bottle. On Wednesday, Asda and Sainsbury’s dropped the price of a two-litre bottle to 99p.
Yesterday, after Asda announced its latest milk price cut, Aldi, the discount chain, pledged to review its price. Tesco and Sainsbury’s had no plans to follow suit, but Tesco said that it was lowering prices on a third of products across its stores. The price of organic produce is to be cut by 25 per cent.
Asda’s latest 50p promotion will include orange juice and white bread, both of which are half price. Asda insisted that it was investing £1 million of its own money in the milk promotion and that no farmer would lose out. A delegation from the National Farmers’ Union (NFU) will meet Tesco today to seek guarantees that a price commitment to 850 farmers will remain in place.
Gwyn Jones, the NFU’s dairy board chairman, said: “We are playing with
people’s livelihoods here. The competition between retailers is intense. If
they are going to pay for these promotions out of their own money, then all
well and good. But we know both historically and from experience they will
come looking for farmers to help redress the balance. They don’t often give
up any of their margin for long.”
He added: “We recognise that customers are struggling. We have had a good six
to eight months, but our costs are going up and confidence is fragile. This
price-cutting could force more farmers to go under.”
The number of dairy farmers in England and Wales has halved to 14,000 in a
decade. Milk prices have climbed by almost 18 per cent in the past year.
Farmers were preparing to push for higher prices in the autumn round of
negotiations, given higher fuel costs. They claim that the cost of
production has climbed from 26.45p per litre to 28p and is edging towards
30p.
Mr Jones said that the price war threatened to undo much of the work done
over the past two years to convince shoppers of the need to pay a fair price
for milk.
A supermarket price war has been brewing for weeks, with consumers facing the
combined effects of rising food, energy and fuel prices. Asda and Morrisons
cut the price of petrol and diesel by 2p a litre on Monday. Sainsbury’s is
offering 5p off a litre of fuel to motorists who spend £50 on groceries.
The credit crunch has changed shopping patterns dramatically, with people
filling their baskets with cheap value lines and premium ready meals.
Year-on-year sales at discount chains such as Aldi, Lidl and Netto are
growing at up to 30 per cent.
Industry sectors news at a glance. Interactive heatmap, video and podcast
Everything the Business Traveller needs to know to make a better trip
Get ready for the winter sports season, with our resort guides and snow reports
We are backing British business, what is the confidence of the nation and what businesses are succeeding?
Growing demand for energy, oil that is harder to reach and the rise of carbon dioxide emissions. We examine the energy challenge
With rail travel in Europe on the rise, we review the benefits of travelling by train
In this special section we explore new food trends to help improve your dinner party and impress guests
Enjoy further reading from Travel to Fashion, Business to Sport, discover more
Shortcuts to help you find sections and articles
1998
£47,955
12 months for the price of 11 and a 5% discount.
Offer ends 31/11/09
Check your free Experian credit report before applying
Car Insurance
to £60K + bonus (OTE £90k)
Lord Search & Selection
Location Flexible
PwC’s Consulting practice helps businesses of all shapes
and sizes work smarter and grow faster.
£85k
CPA
Highly Competitve
Specsavers
Whiteley, near Southampton
Moments from Battersea Park.
For sale with Winkworth
Find out about shared ownership.
See your free Experian credit report beforehand
7nts - Penang £499; Borneo £699; All Inclusive £799 including flights, taxes, accommodation and private transfers
For your ultimate tailor-made ski holiday, click here
Get covered on your travels with a superb range of policies at great prices. Visit InsureandGo.com
World Class Golf, Spa and preferential Beach Club. Private estate overlooking West Coast
Villas from £275 per night inclusive of Golf
Contact our advertising team for advertising and sponsorship in Times Online, The Times and The Sunday Times, or place your advertisement.
Times Online Services: Dating | Jobs | Property Search | Used Cars | Holidays | Births, Marriages, Deaths | Subscriptions | E-paper
News International associated websites: Globrix Property Search | Milkround
Copyright 2009 Times Newspapers Ltd.
This service is provided on Times Newspapers' standard Terms and Conditions. Please read our Privacy Policy.To inquire about a licence to reproduce material from Times Online, The Times or The Sunday Times, click here.This website is published by a member of the News International Group. News International Limited, 1 Virginia St, London E98 1XY, is the holding company for the News International group and is registered in England No 81701. VAT number GB 243 8054 69.