Wm Morrison Supermarkets has become the latest supermarket to enlist in the price war, slashing prices of nearly 50 groceries.
Some 47 items such as ham, tomatoes, beef mince and spinach have been reduced by more than 25% on average.
Prices will remain at these reduced levels for at least eight weeks, representing a "£26mln investment", said the grocery retailer.
Victoria Scholar, head of investment at interactive investor, said this was yet another move for the fifth-largest UK supermarket to regain some market share after falling behind Aldi.
Scholar said: “To lure shoppers back, not only has Morrisons been cutting its prices but also it has brought back its ‘More Reasons to Shop’ marketing slogan with a rework of the original jingle.”
On Friday, market leader Tesco PLC (LSE:TSCO) claimed that food inflation had peaked after being one of the first supermarkets to cut prices on groceries back in May.
J Sainsbury PLC (LSE:SBRY) also reduced products, cutting dairy items by as much as 60%.
The second-largest supermarket chain was the only grocery retailer, bar Ocado, to see the cost of an average basket increase in May, according to Which? research.
Asda, the UK’s third-largest supermarket, said last week it was freezing the price of over 500 products for the whole of summer.
High-end retailer Waitrose cut the prices of around 200 items.