Morrisons slashed the cost of carrots, swedes and parsnips to just 8p as part of an Easter price offensive this week. But it was cheapest in our special Easter-themed Grocer 33 shopping basket – recording its first Grocer 33 win since January – without these lines even being included.
Instead a superb deal on the half leg of lamb proved crucial. The Bradford retailer’s £81.15 trolley was £2.78 cheaper than nearest rival Asda’s. And the lamb – one of eight items exclusively cheapest at Morrisons – was £2.48 cheaper than Asda.
Another key reason for Morrisons’ win was its sheer volume of promotional activity. The proximity to Easter meant there were deals aplenty across all the retailers, but Morrisons had promotions on just over half (17) the products on our shopping list.
Asda was cheapest for a dozen items and exclusively so for nine, including the Cadbury Giant Buttons Easter egg, Carr’s crackers (see right), and Linda McCartney’s sausage rolls.
As well as being pricier than Morrisons, Asda only managed to undercut Tesco by 4.1% – although it was 5.5% cheaper than Sainsbury’s.
Tesco took third spot this week at £87.49. The UK’s biggest retailer, which has committed a £400m war chest to react to any price intensification, was cheapest for nine items and exclusively so for four. It also had the biggest saving for loyalty scheme members, with a Clubcard discount of £6.75.
Sainsbury’s offered its Nectar members a discount of £5.70 as it came in £7.65 more expensive than Morrisons at £88.80. It was also the only retailer to see prices rise compared with April 2024, up 1.9% year on year.
Waitrose prices were down 4.2% year on year and it came closest to matching Morrisons on the lamb. However, it was still £16.60 more expensive than Morrisons at £97.75.
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