Funerals price war

OVER £450million was wiped from the value of Dignity as the funeral services provider cut prices in the face of increased competition.

Shares plunged 954p to 962p after it warned “decisive action” to protect its market share would leave profits “substantially below” market expectations.

It has reduced a £2,700 simple funeral by an average 25 per cent and is freezing the £3,800 price for traditional funerals, which make up about 60 per cent, in most of its locations.

Dignity said it remains committed to “bestquality service” despite an efficiency drive.