ANOTHER supermarket has made a huge change at 2,400 stores to rival Tesco and Sainsbury's with "member prices".
Co-op shoppers will be able to get cheaper prices if they are a loyalty scheme member.
The cheaper prices are expected to save the average member up to £300 a year on their grocery bills, Co-op said.
But those who aren't members of the scheme won't benefit from the lower costs.
It comes only days after The Sun revealed that Sainsbury's was introducing lower prices for Nectar card members to rival Tesco's Clubcard Prices.
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From today (April 19), Co-op members who scan the app at checkout can get money off on almost 15 products.
Those who take advantage of its popular freezer filler deal will save an average of £8 per deal.
For example, members can buy eight Birds Eye fish fingers, two battered fish fillets, garden peas, McCain oven chips and three Solero Exotic ice lollies for just £5.
Members will also be able to save £1.45 on its award-winning irresistible pizzas, £1.90 on ready meals, £5 off wine and extra money off Co-op's British BBQ lines and fresh fruit ranges this summer.
Members also save more than non-members on Co-op's lunchtime meal deal – members pay £3.50, compared to £4.00 for non-members.
New deals will then pop up every three weeks.
The discounts will be available across all Co-op's 2,400 food stores.
Around 4.5 million people are currently Co-op members and the group said it hopes to grow its membership by a further million over the next five years.
The group is also investing a further £15 million this May to reduce the cost of more than 60 popular product lines for all customers, taking price investment to £52 million for the past six months.
Kenyatte Nelson, chief membership and customer officer at Co-op, said: "Our members lie at the heart of our Co-op, they trade more frequently across our business areas, they create additional value, which is returned back into communities and they have a say in how our Co-op operates.
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"Our initial member investment will be targeted within our food business and directly supports our pure convenience strategy.
"Currently around 16 million shoppers visit our stores each week or trade online with us.
"Our ambition is that many will convert to being Co-op members when they see the clear value this can bring to both themselves and their wider communities."
How does Co-op's loyalty scheme work?
The Co-op membership enables shoppers to earn 2p in every £1 spent on own-brand products.
The pennies earned back are stored in the member's digital wallet a digital balance is tallied with your spending.
You can then spend the rewards you earn on most products in-store.
Customers also get access to personalised offers every week and exclusive member deals.
From today (April 19), members will also get access to the new discounted member prices.
Shoppers wishing to sight up for the scheme can do so on the Co-op website.
You'll be charged a one-off £1 fee to join the scheme.