Morrisons has kicked off the new year by launching the latest salvo in the supermarket price war.
From yesterday, Morrisons cut the price of 800 lines, including many healthy eating lines and ‘superfoods’ such as avocado and kale, which it said would help families eat wholesome food in January.
The average price reduction will be 19% and altogether 1,500 products will be on a Price Crunch in its stores.
The price reductions also include everyday fresh food essentials such as potatoes, bread rolls and meat as well as frozen and household items.
Morrisons has also simplified the price of 5,492 items so they are priced in round pounds to make it easier for customers to calculate what is in their basket.
Of these, 2,749 are priced £1, 1,722 are £2 and 1,021 are £3.
“Many customers are feeling the pinch after Christmas so we are cutting prices, particularly on fresh food and everyday essentials,” said Morrisons marketing & customer director Andy Atkinson.
“These price cuts will help families on a tighter budget and will continue to make Morrisons more competitive.”
| EXAMPLES OF THIS WEEK’S PRICE CUTS INCLUDE | ||
|---|---|---|
| Product | Old Price | New Price |
| Morrisons Ready To Eat Avocados (2pk) | £1.80 | £1.47 |
| Morrisons King Edward Potatoes (2.5kg) | £2.00 | £1.67 |
| Morrisons Prepared Kale (200g) | £1.00 | £0.84 |
| Morrisons Large White Baps (6pk) | £0.70 | £0.50 |
| Morrisons Pineapple | £1.00 | £0.92 |
| Morrisons British Turkey Thigh Mince (500g) | £2.34 | £2.00 |
| Morrisons British Beef Meatballs (12pk) | £2.00 | £1.77 |
| Morrisons Butternut Squash Chunks (Frozen) | £1.07 | £1.00 |
| Morrisons Cod Fish Fingers (15pk) | £2.11 | £2.00 |
| Albert Bartlett Rooster Fries (1.5kg) | £2.58 | £2.00 |
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