Morrisons has become the first UK supermarket to introduce a range of entry level products to its convenience stores.
Items from its Savers line will be available in over 500 Morrisons Daily branches, priced the same as in the supermarket stores.
The roll out starts with 10 products, including milk, toilet rolls and orange juice, which will be followed by a further 30 items added in the coming weeks.
As part of its investment into value, Morrisons is also cutting the price of 18 high volume items from today, including both 2 and 4 pint milk, bread and tomatoes.
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Chief executive David Potts said: “Inflation is stubbornly high and the cost of living is showing no signs of reducing.
“Speaking plainly, the reason that convenience stores don’t stock entry price point products is because they make very little, if any, money and do not fit with the significantly higher cost structure of convenience stores.
“But customers – especially those living in areas without easy access to a supermarket – have told us how much they would appreciate it at this difficult time and so we are doing it.
“The 500 stores that will stock the range are mostly wholly-owned Morrisons stores but a number of franchise partners have kindly agreed to stock Savers products.”
Morrisons acquired McColls’ convenience business from administration in May last year and has so far converted 500 branches into its Daily format.
The supermarket said the move has seen in-store prices reduce by around 12% as it adopts its convenience range.
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