Morrisons has locked prices on more than 1,000 items to help consumers stretch budgets further after Christmas.
It marks the second year in a row the retailer has frozen the price of thousands of products in January, with the campaign running for the next eight weeks.
Items including whole cucumbers, salad tomatoes, pasta and minced steak are included in the price freeze, as well as health and beauty products such as Lynx Africa shower gel, Radox bath salts and Nivea moisturising cream.
Morrisons has also invested £15m in cutting prices on a range of products until 4 January to help shoppers after the expensive festive period.
More than 200 products are being cut by an average of 20% on items including cupboard essentials and breakfast options as well as fresh produce.
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Some of the supermarket’s biggest price reductions include Morrisons own-brand washing up liquid, bananas, brown basmati rice and chopped tomatoes.
Morrisons chief customer and marketing officer Rachel Eyre said: “We know that January can be a difficult month for many after enjoying the festive season, so we wanted to do all we can to keep prices low without any compromise on quality.
“Whether it’s helping our customers with ingredients for nutritious meals or making it easier for them to stock up on toiletries, we are starting the new year as we finished the last one – with a real focus on meaningful price cuts across all areas of our stores.”
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