Winn Dixie starts a price war, slashing what it asks customers to pay for more than 1,500 items.
The grocery store chain's parent company announced Wednesday it's cutting prices on items customers purchase regularly, including cereal and beverages.
In some cases, prices will be cut by more than half. On average, prices will drop about 20 percent.
Southeastern Grocers CEO Ian McLeod says his company is cutting prices because a survey of customers shows affordable prices are shoppers' top requirement.
The price cuts take effect Oct. 29.