Plant bakers have been hit as supermarkets Asda, Tesco and Morrisons lock into a new price war.
Asda announced last week that it was lowering 10,000 prices worth £250m in a staggered programme. And Tesco followed by saying it was to slash £270m off prices this week. Then Morrisons this week said it was making 2,000 price cuts in the next two weeks.
One of the lines affected in the price cuts is Tesco Thick Sliced White Loaf, which has been reduced from 54p to 49p.
And at Asda, Warburtons Sliced Rolls 12-pack are down from £1.25 to £1.