Supermarket giant Foodstuffs is cutting prices by an average of 10% on more than 110 everyday items, RNZ reports. It comes less than a week after its main rival, Countdown, announced a temporary price freeze on 500 items over winter. Foodstuffs said rolling back the prices was not a marketing stunt, noting the move was a “meaningful” way the company could help, during what it said was a challenging period of high prices.