Groceries to cost even less as supermarket price war intensifies

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A price war between Southern California’s big supermarket chains is heating up.

The region’s major grocers, already having trimmed prices for much of the year, are gearing up for a new round as they seek to win back budget-minded customers who have migrated to discounters such as Wal-Mart and Target.

Vons will announce today that it is lowering the prices of about 5,000 items -- about 15% of inventory -- at its 274 stores in the region.

Ralphs is also launching what it calls a significant reduction in produce prices and other often-purchased goods. Both chains said the simultaneous moves were a coincidence. And both are starting to use yellow signs and price tags to highlight the changes in their stores.

‘It is almost like the old gas wars,’ said shopper Richard Rorex of Apple Valley. ‘People are lowering prices to get my business.’ Read more here

Photo credit: Lawrence K. Ho / Los Angeles Times