Morrisons is investing over £100m as it cuts prices across 150 of its most purchased products, both instore and online, in a bid to help make customers’ money go further.
The new lower prices will see the supermarket – which was recently shunted out of the Big Four by discounter Aldi – reducing the price and introducing multi-save offers on a range of popular products.
The lower prices cover nearly 6% of Morrisons total volume sales and offer customers an average saving of 14%.
The supermarket has made use of its own manufacturing sites to introduce the price cuts and help customers as the cost-of-living crisis continues to impact household grocery budgets.
Morrisons chief executive David Potts said: “The cost-of-living crisis continues to place an enormous financial burden on our customers and we want to play our part in helping them when it comes to the cost of grocery shopping.
“These price cuts are on the products they buy day in and day out and will have a noticeable impact on their budgets and demonstrate our commitment to offering the best possible value.”
A dedicated ‘More Ways to Save’ section has also been added to the Morrisons website to highlight the latest offers available across big brands, multi-save deals and Morrisons’ own Savers range, making it quicker for customers to spot deals to add to their online shop.
The cuts have been made across a range of everyday essentials and frequently-purchased items such as bread, baked beans, cereal and a variety of fruit and vegetables, as well as some of Morrisons’ entry-level products within its Savers and Wonky ranges.
The investment into lower prices comes as Morrisons’ private equity owner Clayton Dubilier & Rice (CD&R) has angered staff after asking them to invest thousands of pounds of their own money to support the struggling supermarket.
