THE WHAT? AS Watson-owned Superdrug has announced sweeping price cuts across its own ranges. The UK drugstore chain said that it was bringing in permanent reductions of up to 50 percent for some 150 items across its private label brands.

THE DETAILS The retailer said that the measures were designed to support its customers with the current cost of living and the decreases would apply to a wide range of everyday items from baby toiletries to health care products to cosmetics.

THE WHY? Jamie Archer, Own Brand Director at Superdrug, reveals, “As a retailer, we always have accessibility and value at the heart of what we do and we are continuously looking at ways in which we can help and support our customers.

“Our commitment to making sure we are offering the best in price means that we are proud to be able to offer price reductions on over 150 own-brand items to our shoppers, with up to a 50 percent price decrease. We know that recent years have seen prices rocket due to the rising cost of living, so are happy to be able to reduce prices to help shoppers.”