Morrisons has knocked 6p off a litre of petrol or diesel for customers spending £40 or more at stores from this week until May 8.
The Fuel Britannia deal would beat recent offers introduced by Sainsbury’s and The Co-operative Group, the retailer claimed.
“With petrol prices at an all-time high and disposable income down £100 a month on last year, we want to provide our customers the best deal on the market,” said Morrisons marketing director Richard Lancaster.
Fuel is the largest single contributor to the increasing cost of living, according to the Office for National Statistics. The cost of running a vehicle rose by 16% in the year to March.
“We know that over the Easter holidays and the Royal Wedding, motorists will want to travel further to visit friends and relatives, but will be put off by the cost of petrol,” Lancaster added.
“Our offer ensures that our customers can enjoy this time and worry less about the cost.”
Shoppers can collect points on their Morrisons Miles cards on top of the Fuel Britannia promotion.
The latest research from IGD’s ShopperTrack found that 47% of shoppers would not spend less on groceries and petrol, but instead would find savings in other areas. Forty-four percent said they would be more loyal to retailers giving petrol discount vouchers.
“The high cost of fuel means shoppers are thinking about using the internet more for their food and grocery shopping,” said IGD chief executive Joanne Denney-Finch.
Budget 2011: Osborne announces fuel duty cut (Convenience Store; 23 March 2011)
Tesco fuel deal ‘may be last nail in coffin’ for indie forecourts (12 February 2011)