Getir is reducing prices across over 500 essential and non-essential items by up to 50%, as grocery inflation hit a record 17.1% last month.

The new ‘Purple Perks’ initiative looks to help consumers purchase both essential and luxury items amid the cost-of-living crisis.

Running throughout the month of March, Getir’s price cuts will include cupboard and grocery staples such as eggs and pasta, as well as cleaning and parenting products including nappies which saw a 30% price hike this year.

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Luxury items such as alcohol, sweets, treats and gourmet pet food are also being reduced by up to 50%, with spirits discounted by 30%.

The rapid grocery delivery service has launched a ‘Purple Perks’ tile on its app to allow shoppers to explore all reduced products, with new items being added throughout March.

“We’re striving to help people across the country amid the cost-of-living crisis,” Getir UK general manager, Christoper Chaaya said, adding that the delivery service has “launched the Purple Perks initative to help consumers” through this.

“Reducing prices on both essential and non-essential items, the goal of the initiative is to bring back some joy into grocery shopping whereby people can get what they want and need away from the pressures of inflation.”