The Co-op has announced a multi-million pound price cut across over 200 of its own brand British meat and poultry to benefit its customers and support British farming.

The Co-op said the price cut would save customers on average £125, with prices of meat and poultry dropping by an average of 10%, while some products will see price cuts of as much as 50%.

A new multi-buy offer is also to be introduced with two for £6 deals on chicken fillets and mince. All own brand meat sold in its stores is 100% British, with the specific exception of New Zealand lamb and Danish bacon which are offered alongside British varieties.

The decision is part of the Co-op’s price investment strategy which is committed to source British products and has already seen it reduce the prices of over 1,000 items, marking an annualised investment of £200m by the end of the year.

The Co-op Retail chief executive Steve Murrells, said: “This is a major investment in British meat and poultry. We are building momentum and attracting more shoppers into our stores and our price investment programme is ensuring our convenience offering remains highly competitive while restating our commitment to sourcing British products.

“We are on the cusp of something exciting and industry data shows that we are winning and that our strategy is taking us in the right direction. Further price reductions will serve to grow our convenience appeal to shoppers as the combination of changing shopping habits and the rise of the discounters takes a bite out of other retailers’ market share.”

The Co-op also announced new support for UK farming by extending its British lamb season in store, widening its British fruit and veg offer and unveiling a new young farmers initiative. In the first year of a three-year commitment to British farming, the Co-op confirmed it had invested £781m to source own brand British meat, produce and dairy products from the UK.