Two of the UK's largest retailers are responding to the skyrocketing cost of living with price cuts and wage increases.
The Morrisons chain is cutting prices on more than 100 key products, trade magazine The Grocer reports.
For some foods such as rice, eggs, chicken and cereal, prices are expected to fall by an average of 13 percent.
"We know our customers are under real financial pressure right now, and we want to do our part to help them when it comes to the cost of grocery shopping," said CEO David Potts.
At the same time, the number four in the market is increasing wages by 4.5 percent.
In total, Morrisons is investing £73m (€86.5m).
The company had previously announced that it expected significantly lower revenues due to the enormous increase in inflation and the Russian war against Ukraine.
"Unprecedented" measures
Competitor Asda wants to take similar steps.
"Comprehensive steps" therefore provide for price reductions of an average of 12 percent for a range of fresh foods, but also rice, pasta, soft drinks and frozen products.
The number three also wants to increase the wages of 120,000 hourly workers to £10.10 an hour from July - that's 60p more than the statutory minimum wage for over-23s.
Bonus payments and other financial benefits are also planned, reported “The Grocer”.
Co-owner Mohsin Issa called the measures "unprecedented".
"We stand shoulder to shoulder with the families and communities who are facing so many challenges right now," Issa said.
Employee representatives welcomed the wage increases.
"Retail workers, mostly women, face the fact every day that they have to live with low wages," said Nadine Houghton of the GMB union.
At the same time, she emphasized that the step was overdue.
In the UK, inflation rose 6.2 percent year-on-year in March.
In April, the energy prices for households in the basic tariff rose by more than 50 percent, and social security contributions were also increased significantly.