Beleaguered supermarket chain Morrisons is attempting to win back shoppers by re-launching and re-branding its Savers range.
This follows on from the supermarket giant’s price reduction across 820 products in January, with a further investment of £25 million last month across an additional 64 items, including own-brand fresh produce and cupboard essentials. The re-launch comes as Morrisons looks to stop shoppers from switching to the discount grocers, as it was found to have raised its prices more than any other major UK supermarket last year, leading to an exodus of shoppers.
The Bradford-based grocer began ‘rapidly’ hiking prices in June, causing it to lose more shoppers than rivals in 2022, according to a report by credit rating agency Moody’s. It was the only major supermarket to push up prices quicker than the German discounters Lidl and Aldi, according to the data.
