Morrisons has reduced prices across its range of own-brand products in its latest push to help shoppers save.
The supermarket has invested £25 million into the cuts, which sees prices slashed in all 498 stores across the UK as well as online starting from this week. 64 items have had their prices reduced by an average of 20%, including cupboard essentials, breakfast items and fresh products, the retailer said.
A four-pack of toilet roll has been cut from £2.55 to £1.99, for example, while a little gem lettuce has had its price reduced from 99p to 85p and a 200g bag of coffee granules now costs £2.25 compared to its previous price of £3.99. There's also a range of deals on offer at Morrisons as part of the effort to help shopper save cash, such as two for £1.80 on cereals and two for £2 on selected crisps.
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Morrisons said that it reduced the price of around 1,000 products last month, having invested £148 million within the last six months to cut the price of popular and essential items. The supermarket's website currently has over 850 reduced products in its Prices Locked Low section, with prices starting from 25p for a can of mushy peas or two-pack of toothbrushes.
David Potts, Morrisons' chief executive, said: "We are just seven weeks into 2023 and already this is our fifth significant price activity of the year. These latest price cuts follow hard on the heels of two notable in-store price cuts involving well over 1,000 products, and two strong fuel promotions, demonstrating our determination and commitment to make a positive difference to our customers' pockets."
Morrisons is not the only supermarket to have slashed prices in recent months in a bid to help customers with the cost of living crisis. Waitrose announced last week that it was investing £100 million into cutting prices across its own-brand range, while in December Sainsbury's revealed that it was putting another £50 million into its latest round of price cuts.
It comes as grocery price inflation hit a record 16.7% in January, according to analysts Kantar, the highest figure since its records began in 2008. Kantar said the price rises mean households face an extra £788 on their annual shopping bills on average if they don't change their usual shopping habits.
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