British co-operative group Co-op has launched a price reduction campaign across a selection of up to 54 fruit and vegetable lines. 

Member price savings will be available on a variety of seasonal fresh produce lines, including baby potatoes with seasoned butter, little gem lettuce and punnets of plums.

This additional £6.4m investment will offer Co-op member-owners a reduction of up to 44% on previous retail prices. 

The price cut, which will be implemented in phases, will see members save almost 20% on average. 

It increases the total amount invested in member price savings, and lowers prices on everyday essentials. The retailer has invested more than £100m into its prices since March 2023.

The move is set to include its Fresh 3 promotional offer.  

From 19 June 2024, the Fresh 3 promotion will be revamped to provide even greater savings and boost Co-op's membership. 

The retailer aims to reach eight million members by 2030.  

Co-op commercial buying manager Rosie Bramley said: "We know that quality, freshness and price are key when it comes to fruit and veg, and we are committed to creating ongoing and additional value for our member-owners.  

“Our price investment is focused on great quality home-grown seasonal produce and further underpins Co-op’s commitment to backing British farmers and growers, while helping our members to make healthy choices, conveniently.” 

Co-op has grown its membership base to over five million active member-owners.  

In March 2024, Co-op announced a new partnership with Uber Direct to expand its quick commerce market share through the retailer's online shop.