Morrisons is cutting the prices of essential festive vegetables in a bid to make Christmas dinner more accessible and affordable for UK families. 

From 18 to 24 December, More Card holders will be able to purchase a variety of British-grown vegetables for just 10p each, including carrots, parsnips, Brussels sprouts and whole swede.

Alongside this offer, the supermarket chain’s British Best potatoes will be available at half price, now £1.15 for a 2kg bag until 1 January.

It comes as the grocer looks to support local producers, having pledged more than £1.4bn annually to British farming.

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Morrisons currently offers various discounts to its network of 2,500 partner farms, including a 5% discount for use in stores and online, as well as a 25% discount on café food and drink every Tuesday.

Morrisons category director of produce and horticulture Fraser Lovatt said: “No Christmas dinner is complete without all the trimmings of the seasonal vegetables.

“By cutting the costs of products like carrots, parsnips, sprouts and potatoes, we are helping customers get all they need for the perfect festive roast without breaking the bank.”

Other deals currently available at the retailer include a half-price offer on Market Street Whole Salmon until 5 January and discounts on celebratory drinks, with Charles De Villiers Champagne Brut and Sorso Prosecco Spumante available at reduced prices until 1 January for More Card holders. 

The decision to slash prices of festive staples follows similar moves by Aldi, Sainsbury’s, Tesco and Asda, all of which have cut the prices of Christmas vegetables in recent weeks.