The Co-operative Food is cutting the price of milk, eggs and bread to just £1 from today (Thursday) until Sunday 26 January.

The new initiative follows its “most generous ever” sales promotion which rewarded customers who spent £20 or more in Co-op stores throughout January.

From 23 January - 26 January The Co-operative British Semi-Skimmed Milk 2.27ltr, The Co-operative Free Range Medium Eggs 6’s and Kingsmill Sliced Bread 800g will be just £1.

“January is notoriously tough for British shoppers, as payday seems a long way off, and Christmas is still being paid for,” said Andrew Mann, customer director at The Co-operative Food.

“We kicked off the month with a January sale which included a wide range of half price offers and an extremely attractive voucher scheme which rewarded customers who spent £20 or more. Now we want to make life easier for Co-operative customers as they inch towards that longed-for first pay day of the year.

“We are confident that saving them money on shopping basket staples such as bread, milk and eggs on key shopping days will definitely help ease the financial blues.”