Morrisons boss explains price cuts
30 April 2014 Last updated at 23:58 BST
Morrisons has raised the prospect of an all-out supermarket price war with cuts on over a thousand of its products.
The company, which is one of the "big four" UK supermarkets, has been fighting to win back shoppers after months of falling sales.
It says prices on everyday essentials will now be 17% cheaper, on average.
The chief executive of Morrisons, Dalton Philips, explains the move to the BBC's Emma Simpson.