Morrisons has today kicked off another round of price cuts by permanently reducing the price of 130 staple grocery lines by an average of 22%.

The retailer said this morning that the price of essentials such as bread, milk, butter, eggs, coffee, sugar, fruit juice and pasta will be reduced by up to 56%.

“These are ongoing lower price cuts, not promotions,” said Morrisons group marketing and customer director Nick Collard. “The price cuts we have now made across products that customers buy week in, week out, are making a real difference to the cost of the weekly family shop.”

The price cuts include a mixture of branded and own label lines. These include Warburtons white medium loaf, 800g reduced by 31% from £1.45 to £1, Morrisons Milk, four-pints down by 28% from £1.39 to £1 and Morrisons spaghetti, 500g down 38% from 95p to 59p.

Previously Morrisons reduced the price of 1,200 lines by an average of 17% last April and followed this up in June with deep cuts on a further 135 lines.

According to the latest figures from Nielsen, Morrisons was the only one of the traditional big four supermarkets to grow sales during January. The upturn in Morrisons’ sales is set against particularly poor trading figures a year ago.