Like his rivals, Lewis has also invested heavily in price reductions to compete with rapidly growing discounters Aldi and Lidl. The average basket of goods from Tesco now costs £44.76, 4% less than it did in August 2014. Under the group’s new “farm” brands, products are almost 20% cheaper than the items they replaced, the Tesco boss said. “In the first year of our transformation we’ve achieved or exceeded what we set out to do… but we are really clear that there is much, much more we want to do,” he added.