Morrisons is cutting the price of “thousands” of weekly staples in a major spring value push.
From 6 April, thousands of products from its Savers value range, fresh Market Street products and branded lines from the likes of Birds Eye and Filippo Berio will be reduced as part of Morrisons’ “ongoing commitment to deliver value to customers”, the supermarket said.
It follows more than 2,500 price cuts announced in January. The latest round of price cuts is focused heavily on Market Street fresh produce, including products like Morrisons Baby Potatoes, down from £1.35 to £1.09 for 1kg; two-packs of Morrisons Corn Cobettes, down to £1.29 from £1.39; and a 250g punnet of Morrisons Baby Plum Tomatoes, which has dropped by 7p to 68p.
Morrisons would help “stretch customers’ pennies even further” by including a number of its value-tier Savers products in the cuts, it said. The cuts include Savers White Fish Fillets, which has fallen from £3 to £2.33 for 520g. Meanwhile, 1.45kg bags of Morrisons Wonky Carrots are now 4p cheaper, at 76p.
The spring price cuts have also been backed by a number of suppliers throughout April. Two-packs of Birds Eye chicken quarter pounders, for example, have been reduced by £1, to £2. Three-packs of John West Tuna Steak Pots have fallen further, down from £5 to £3.50.
One-litre bottles of Felippo Berio extra virgin olive oil have been reduced by 25% to £9; Heinz Ketchup (1.35kg) by 17% to £5; while Magnum six-packs have been reduced by 20% to £4.75.
“We know consumer confidence remains low, and for many of our customers, managing household budgets is a real concern,” said Morrisons pricing and customer director Alex Paver.
“That’s why we’ve focused on lowering the price on everyday essentials and family favourites that we know our customers buy week in, week out. By cutting prices across thousands of key products, we’re helping customers keep the cost of the weekly shop down. This reflects our continued commitment to helping customers spend less, while enjoying the quality Morrisons is known for.”
In January, CEO Rami Baitiéh promised Morrisons was “prepared to protect” customers throughout the year from rising inflation, as he seeks to rebuild Morrisons’ market share.
However, pressure on grocers to keep a lid on food inflation has increased following the FDF warning last week that food inflation could reach 10% by the end of the year as a result of the Iran war.
Morrisons set a new low for the price of Easter veg over the bank holiday weekend at 4p a bag. It was subsequently matched by Aldi and Lidl.
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