Starting Wednesday, more than 300 products, ranging from meats and pantry staples to beauty and baby items, will see reduced prices in stores nationwide.

Coles will drop prices on Aussie lamb until January 23, with loin chops priced at $16 per kilo, the lowest in four years, while lamb cutlets will be available at $29 per kilo, a saving of $5 per kilo.

Selected products from the no added hormone Australian beef range will have savings of up to 20 per cent for 12 weeks.

Victorian beef and lamb farmers Brian and Chris Kyle – who have supplied Coles for more than 25 years – said with demand for lamb increasing in recent years, the price reduction aimed to help more families enjoy their product.

“Supplying to Coles for the better part of two decades has been an invaluable part of our story and the demand for quality meat is as strong as I can remember, with lamb in particular surging in popularity over the last few years,” Mr Kyle said.

The multi-generational farming family – more than 20, including children and grandchildren – credit the Coles partnership with helping them consistently deliver quality meat to Australians.

“Building up the family business and working with Coles has meant we can continue to evolve while providing the best quality meat to feed Aussie families like ours for years to come,” Mr Kyle said.

Coles Executive General Manager Fresh Andy Mossop said in today’s economic climate, shoppers wanted reduced prices without compromising on quality.

Coles has responded by reducing prices on various essentials, including household staples like cheese, coffee, pasta, dishwashing tablets, and baby necessities.

Seasonal fruits and vegetables are significantly cheaper compared to last year, with savings of up to 40 per cent on fresh produce such as avocados, rockmelon, watermelon and eggplant.

Breakfast and lunch box staples, including popular brands like Kellogg’s, Chobani, and Bega will also be reduced.