Morrisons, Britain’s fourth-biggest supermarket, is to slash the price of more than 1,000 of its products with an average price drop of 19 per cent, in the latest salvo in the supermarket price war.
The supermarket said it was launching a rolling programme of price cuts, which will be supported by a marketing campaign called “Price Crunch”.
The price cuts are the biggest from Morrisons since May 2014 when it announced a similar wave of price slashes.
In total, 1.072 items impacted by the price cuts.
Morrisons said the price cuts, which run across a wide span of products including fresh food, vegetable, meat and cereal, would typically last for three months.
Morrison 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 distinct set of prices.”
The announcement comes as Morrisons and its rivals Tesco, Asda and Sainsbury’s continue to battle the rise of the discounters Aldi and Lidl.
Morrisons reported a rise in sales over Christmas, a turn of fortunes following a period of a decline in sales.
Last month, Asda announced a fresh £500m in price cuts.
