Morrisons has upped the ante in the price war between the UK’s major supermarket chains by slashing prices on more than 1000 products in-store and online.
The price cuts are part of the latest phase of Morrisons’ Price Crunch campaign across the UK, and comes as the Big 4 grocer continues its sales momentum after five consecutive quarters of like-for-like growth.
The Price Crunch campaign usually seems price reductions last for three months, with the last tranche of reductions occurring in January this year.
As part of the latest round of reductions, food items will see a price drop of about 21 per cent.
Items that will become cheaper include iceberg lettuce, tomatoes, cucumbers, and PG Tea.
“It may have felt chilly this bank holiday weekend, but better weather is coming, so we think it’s the right time to crunch prices that help customers to picnic this summer,” Morrisons customer and marketing director Andy Atkinson said.