Two of Britain's major supermarket chains have introduced customer rationing on key Christmas vegetables after slashing prices to an unprecedented 5p, igniting a fierce festive price war.
The 5p Price War and Rationing Rules
The dramatic price cuts began when Morrisons announced it was reducing the cost of four British vegetables to just 5p for its More Card customers. The offer, confirmed on December 20, 2025, includes a 1kg bag of carrots, 500g of parsnips, 500g of Brussels sprouts, and whole swedes.
Discounters Aldi and Lidl swiftly moved to match the 5p price point to stay competitive. However, their approaches to managing stock diverged significantly. Aldi has imposed a limit of four items per customer for each vegetable, while Morrisons is allowing shoppers to purchase up to eight items across its entire 5p range. In a notable contrast, Lidl has stated it will not be introducing any rationing measures for its customers.
How Other Supermarkets Are Responding
The price battle has extended beyond the initial three retailers. Rivals Tesco and Sainsbury's are also offering heavily discounted seasonal vegetables, though at a slightly higher price point of around 15p. The range of vegetables included in the various deals varies:
- Aldi, Sainsbury's, and Tesco have included cabbages in their promotions.
- Tesco stands alone in offering broccoli as part of its discount deal.
- Lidl is the sole supermarket selling discounted shallots.
- All five major chains—Aldi, Lidl, Morrisons, Sainsbury's, and Tesco—are promoting parsnips, Brussels sprouts, carrots, and swedes.
- Potatoes are featured by all except Morrisons.
Farmers' Fears Over "True Market Value"
The aggressive pricing has raised serious concerns within the agricultural industry. Tom Bradshaw, president of the National Farmers' Union (NFU), voiced his apprehension in a statement to the Daily Mail. While acknowledging that promotions can boost sales, he warned retailers must act responsibly.
"It's important that retailers take responsibility for their seasonal promotions," Bradshaw said. "For example, ensuring they don't damage the public's perception of true market value and production costs, or encourage people to buy more short shelf-life items than they need, which risks increasing food waste at home."
He emphasised the need for a "fair and transparent market" where farmers receive fair returns for their investment and risk. The NFU is explicitly worried that such deep discounts could distort consumer understanding of the real cost and value of high-quality British produce, potentially undermining future food security.
As shoppers rush to take advantage of the historic low prices, the debate continues over the long-term impact of such fierce supermarket competition on the UK's farming sector.
