Australian families could save by moving away from the major supermarket duopology, with a new rewards program launched to help entice shoppers.

Metcash Food chief executive Grant Ramage told NewsWire independent supermarkets play an important role when it comes to choice for customers, with more competition helping to drive prices down.

“It’s well proven that more choice provides better value over time,” he said

“We provide a choice and an alternative to the duopoly, our pricing is very good and competitive with the chains.”

Mr Ramage says the chain can compete head-to-head with the duopology of Woolworths and Coles across its larger metro stores, while its regional centres play an important role in servicing the community.

“We have a big range of stores, we have much smaller stores

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