Morrisons has cut the prices of hundreds of its own-brand lines as part of its bid to help consumers as they face up to the rising cost of living.
As a result, the UK’s fourth-largest supermarket has revealed price drops across 500 of its own brand products including eggs, beef and nappies.
Other items included refrigerated, frozen and store cupboard food, meat and cereals, accounting for around 6% of its total volume of sales.
As a result, a 30-pack of own-brand eggs will sell for £2.99 instead of £3.40, while a pack of paracetamol will cost 29p, instead of 65p.
Shoppers can also buy a 33-pack of Nutmeg-brand nappies for £1.29, down from £1.40.
Over 180 additional products have also been included in new promotions such as ‘buy two for £1.80’ on cereals, ‘buy two for £3’ on breaded chicken and ‘buy two for £5’ on ready meals.
The move comes as research by Kantar revealed shoppers are increasingly turning to cheaper own-brand products, as the cost of groceries is now 5.2% higher than a year ago.
According to Morrisons chief executive David Potts, the price drops will make a noticeable difference to consumers.
“We know that our customers are under real financial pressure at the moment and we want to play our part in helping them when it comes to the cost of grocery shopping,” he said.
“These price cuts will have a noticeable and long-term impact on our customers’ budgets and demonstrate our commitment to offering them the best possible value.”
Morrisons has had a difficult start to 2022, due to the £5.6 million debt brought about by its recent private equity takeover. It has also been hit hard by shoppers spending less, with Kantar data showing sales have dropped by 11.5% in the last three years.