UK retailer, Marks and Spencer, is cutting its prices across 200 food lines in Irish stores by an average of 24%.
That's a lot of cheap cheese. Just sayin'.
As first reported by Newstalk, this comes as the retailer moves to close 22 stores in UK by 2022 in a bid to survive.
It is part of a new advert campaign attempting to modernise the M&S brand after it suffered a second fall in annual profits.
M&S Ireland country manager,Ken Scully said: "This is our biggest ever price investment in the Republic of Ireland.
"We're doing it to sharpen our prices for customers who we know come to us for our trusted value and great quality products."
Marks and Spencer has been trading for 40 years in Ireland this year, with its first store opening on Mary Street 1979.
Weekend garden party anyone?