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.
