Morrisons is cutting the prices of 4,000 products in an effort to beat rivals Tesco and Asda for value.
The supermarket chain said the move could save shoppers at its stores up to £40 a week in February.
Items such as Thorntons chocolates and Sandpiper wine are included in the promotion and many of the cuts are halvings or more, Morrisons said.
Group marketing and communications director Angus Maciver said: “We know that times are tough for everyone, so we’re working even harder to ensure people can keep some extra money in their pockets.
“We’ve lowered prices on an enormous range of products, from fresh produce and groceries to household products and homewares.”
Both Tesco and Asda last month made aggressive cuts to their products as they tried to lure customers in as the recession bites further.
