Morrisons has announced that it has cut the cost of breakfast staples in its fourth round of price cuts since the beginning of the year.
The supermarket giant has dropped the prices of 12 own-brand grocery items including bread, cheese and cereal, in what it calls the first of many "deflation dividends" that shoppers will see in the coming months.
Officially kicking off yesterday, Morrisons own-brand white, wholemeal and granary rolls have been reduced from 79p to just 35p - saving shoppers 56 percent.
According to the Grocery Gazette, the latest round of price cuts means that Morrisons rolls are now cheaper than packs sold at Aldi, Sainsbury's and Tesco.
The price of Morrisons Corn Flakes has also been reduced from £1.29 to 70p (46%), while Morrisons own 200g Gold Coffee has been dropped from £3.29 to just £2.39 (27%).
The move comes as the supermarket's Chief Executive, David Potts, has said that it is the first of many "deflation dividends" that it will be passing onto its customers, in a bid to help them bring down grocery prices.
He said: "As a British foodmaker, we are on the front line of commodity prices - and we'll look to pass on any easing to our customers quickly.
"This week we're launching our fourth wave of price cuts this year, including a number of products that we make or prepare ourselves.
"In particular bread rolls and cheese will be down very significantly in what we believe will be the first of many "deflation dividends" for our customers."
It is the latest round of price cuts for Morrisons shoppers, after the supermarket kicked off this year by slashing hundreds of prices across entry-level products. Over 100 Savers range products from fresh and frozen products to household essentials were dropped in price.
Morrisons then cut prices across a further 64 items in February. This was then increased to 490 items across meat, household and freezer essentials, as the supermarket battled other supermarkets to keep customers amidst the rising cost of living.
Full list of Morrisons items reduced in price
- White finger rolls, 6 pack - 35p down from 69p
- Medium wholemeal baps, 4 pack - 35p down from 79p
- Medium white baps - 35p down from 79p
- Medium granary baps, 4 pack - 35p down from 79p
- Scottish medium cheddar, 350g - £2.50 down from £2.99
- Toastie white loaf, 800g - 75p down from 89p
- Super toastie white bread, 800g - 75p down from 89p
- Medium white bread, 800g - 75p down from 89p
- Wholemeal bread, 800g - 75p down from 89p
- Wholemeal toastie bread, 800g - 75p down from 89p
- Corn Flakes, 500g - 70p down from £1.29
- Gold coffee, 200g - £2.39 down from £3.29
Don't miss the latest news from around Scotland and beyond. Sign up to our daily newsletter here.
