Morrisons has jumped into the supermarket milk war by cutting its two-litre Meadow Park packs to 84p – which it claims makes it the cheapest in the UK.
The retailer said it was funding this latest cut itself and was “looking after families while still looking after our farmers”.
After price cuts earlier this week, Tesco, Sainsbury’s, Asda, Aldi and Lidl now all sell four-pint bottles for £1, equivalent to 88p for two litres.
Morrisons had no choice but to respond to the recent cuts made by other retailers, said agriculture manager Andrew Loftus. “Aldi and Lidl have been undercutting the UK marketplace followed by Tesco, Asda and Sainsbury’s recently.
“We have never given such a strong assurance to farmers. We understand the need for a competitive UK dairy industry.
“The UK farming industry is better based working with a British-based retailer that is part of the fabric of British society.”
Senior farming figures have complained the supermarkets’ race to the bottom undermined the work that goes into producing high-quality British milk, though all retailers have insisted they would not be reducing how much they pay their farmers.