The Co-operative has just drawn its battle line in the supermarket price wars, after it announced plans to spend £125m slashing prices.
Its weapon of choice? The humble cucumber, the price of which will be slashed to just 39p, alongside iceberg lettuces and 500g of carrots.
In all, it will slash prices on more than 100 lines of fresh produce, it said, as it "seeks to be the UK's number one convenience retailer and plays to consumers' shift to buying little, often and local".
Under those plans, it's already cut the price of eggs, chicken, bacon and bread, and will open 100 new convenience stores across the UK, as well as refitting 255 stores.
“Consumers are shopping differently, buying little, more frequently and, increasingly swapping the weekly shop for purchasing what they need, when they need it," said Steve Murrells, the Co-op's retail chief executive.