Morrisons has slashed the price of its winter vegetables to just 37p this week.
In an announcement on LinkedIn, CEO Rami Baitiéh said the retailer would be cutting the price of British White Potatoes (1.5kg), British Sliced Curly Kale (150g), British Savoy Cabbage and Fine Green Beans (170g) to 37p.
All lines are at least half price compared to normal, with the potatoes typically sold for £1, the kale 79p, the cabbage 75p and the beans £1.39.
The promotion will last until 1 February online and in store.
Baitiéh said the reduction would “help our customers make their money go further this January”.
He also added its farming partners “who have worked hard all year growing these great, tasty, quality products, will all be paid a fair price”.
The promotions mimic the vegetable promotions seen in the run-up to Christmas and Easter. This year retailers reached new lows of 5p per item for core festive lines.
“We believe customers shouldn’t have to choose between value and great-quality fresh food,” said James Judd, trading director of produce & horticulture at Morrisons. “By cutting the cost of some of our most popular veg to just 37p, we’re helping families eat well for less while staying true to our commitment to support produce farmers.”
It comes as the supermarket kicked off 2025 with thousands of price cuts “throughout the weekly shop”, including fresh fruit and veg, meat and fish, plus everyday kitchen cupboard staples and cleaning products.
The new-year reductions would offer “good, honest value at a time when customers will be feeling the pinch”.
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