£ Tesco, Aldi, and Lidl followed Sainsbury's by cutting bread and butter prices. Sainsbury's announced plans to reduce both items by 10p with the other supermarkets matching these price drops the following day. Critics argue falling wholesale food prices haven't translated into lower consumer prices fast enough. Marmite maker Unilever's CEO Alan Jope said last month 'we are not profiteering in any form', adding 'we are very conscious that the consumer is hurting and that's why we are not passing through the full price increases.'

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