The smallest of the ‘Big four’ supermarket chains is to cut the price of 1,072 items with many of the reductions on fresh food, such as fruit and veg.
Morrisons Chief Executive David Potts said: “We are cutting the prices of products that customers will welcome being cheaper at Morrisons and we are cutting every penny we can.
“We continue to listen carefully to customers and they have told us they want lower prices, particularly on fresh food and everyday essentials. As we improve our customers’ shopping trip we are becoming more competitive with our own distinct set of prices.”
The price cuts will be accompanied by a marketing campaign called ‘Price Crunch’ which will communicate the lower prices to customers through external and in-store advertising.
‘Price Crunch’ will be a rolling programme of lower prices, typically lasting a minimum of three months. Morrisons is the UK’s second largest fresh food manufacturer and uniquely among the supermarkets, makes more than half of the fresh food it sells. It will be using its food manufacturing business to keep prices down.