Morrisons has kicked off 2026 by announcing thousands of price cuts.
From 2 January, the supermarket has cut the price of 2,500 SKUs “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”.
Targeting customers beginning a January health kick, the price cuts include “fresh favourites” like Tenderstem broccoli, which has dropped from £2 to £1.50 for 200g; 1kg Morrisons sweet potatoes, which have fallen by 25p to £1; and Morrisons blueberries, which are 10p cheaper at £1.90.
Fage yoghurt (was £3.49 now £3 for 450g), four-packs of Napolina chopped tomatoes (was £3 now £2.50) and mangoes (was 88p, now 75p) are also included.
Morrisons has also targeted key branded lines, including John West Tuna Chunks, three-packs of which have fallen by 50p to £3. Oxo beef stock cubes now cost £2.25, down from £2.79 for 12, while the price of Birds Eye fish fingers has halved from £3 to £1.50 for 10.
Fairy dishwasher tablets (which have halved in price from £11.50 to £5.75) and Andrex toilet roll (down by £1.50 to £5 for nine) are among the household lines included.
“At Morrisons, we believe great quality should be affordable for everyone, and we know that January is a time when the cost of the weekly shop really matters to customers,” said Alex Paver, Morrisons pricing and customer director.
“That’s why we’ve freshly cut thousands of prices, from fresh favourites to cupboard stables so customers can trust they’re getting real value every time they shop with us,” Paver said.
“These price cuts reflect our continued commitment to helping customers spend less, while enjoying the quality Morrisons is known for,” she added.
It is the latest swathe of price cuts following more than 650 announced in September, as Morrisons CEO Rami Baitiéh steps up efforts to claw back market share lost to rivals.
A major focus of the strategy, which is being co led by group trading director Andrew Staniland and group customer officer Matt McLellan, is to increase the frequency that existing shoppers visit Morrisons by improving value across the shop floor.
It has seen a deliberate dialling back of More Card loyalty prices, to more universal promotions and multibuys across the full shop, as well as a move to tighten up range and merchandising.
Morrisons has not said how much it is investing in the latest wave of price cuts.
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