Morrisons has unveiled its sixth round of price cuts this year across summer favourites, cupboard fillers and fresh essentials.
The supermarket has invested £26m in cutting 47 high-volume products by an average of more than 25%.
The new prices, which are being held for a minimum of eight weeks, will roll out across items such as mince, tomatoes and butter, as well as squash, cereal, pitta bread and scotch eggs.
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This comes as Morrisons reduced or held the price of 1,000 products last month that will remain locked low until mid-July.
It also forms part of the retailers “deflation dividends”, as Morrisons chief executive, David Potts termed it, as it promises shoppers will see many more price drops over the coming months.
Morrisons chief customer and marketing officer Rachel Eyre said: “Providing great quality products at affordable prices for our customers is a key priority at Morrisons. Our steady flow of deep and broad price cutting programmes, together with our new More Card loyalty scheme, are helping customers save money on their weekly shop.
“Today’s price cuts include picnic items to help our customers make the most of the warm weather and we’ve not forgotten the fridge and cupboard essentials either.”
In April, the grocer also re-launched its More Card loyalty programme to allow customers to collect points on fuel and selected products, which can be converted to ‘Morrisons Fivers’ and spent in store or online.
