Britain’s biggest supermarket chain has embarked on some aggressive price-cutting to attract cash-strapped consumers, dropping the price on hundreds of frozen food lines to £1.

Tesco said it was planning to cut prices on 3,000 lines, from fresh meat to baby food, stepping up the pressure on the rest of the industry as it heads into the Easter trading season. The cost of the cuts will run into tens of millions. Tesco invested £100m in price cuts in January.