Morrisons made a raft of price cuts at newly acquired Safeway within days of its £3bn takeover of the chain on March 8.

The Grocer 33 survey this week shows that 13.6% was slashed from the total price of 14 items on the list at Safeway in Weston-super-Mare.

Morrisons stamped its EDLP mark by reducing the items at Safeway by £3.62 to £22.98 from £26.60 prior to the store’s takeover.

Our mystery shopper noted that shelf-edge labelling flagged up lower prices on products such as Heinz beans from 48p to 38p, Dolmio sauce down to £1.11 from £1.45 and Wall’s soft scoop ice at £1.78 from £2.30.

A letter from executive chairman Sir Ken Morrison posted at checkouts throughout the store welcomed Safeway shoppers to his chain’s ‘distinctive style’ and hoped that they ‘enjoy the change’.

See The Grocer 33 weekly shopping survey in The Grocer magazine for more information - out Saturday.