Supermarket chain Morrisons will today launch one of its largest price crunches with an average of 18% being cut from the price of 1,045 every day products – including hundreds of core grocery and dairy items.
The British supermarket will cut the price of family essentials such as British meat (beef, pork and poultry), seasonal fruit and vegetables and toiletries by as much as 56 per cent – as part of its on-going commitment to offer good quality, great value fresh food for its eleven million customers.
Morrisons is British farming’s biggest supermarket customer and the second largest producer of British fresh food in the world. This helps the supermarket to offer good quality, great value on local, seasonal produce whatever the economic weather.
Example price crunch per store department
Bakery, cakes and desserts – average 18%
Beers, wines, spirits and tobacco – average 16%
Essential grocery – average 17%
Dairy and provisions – average 18%
Frozen food – average 16%
Health, beauty and baby – average 27%
Household and pet food – average 22%
Meat, poultry and oven fresh – average 12%
Fruit, vegetables and salad – average 17%
Seafood – average 16%
Andy Atkinson, Customer and Marketing Director, said, 'We are constantly listening to our customers and know they are concerned about whether food prices will go up following the Brexit vote, especially on imports.
'Morrisons is unique as a food-maker and shopkeeper, and unlike the rest of the industry manufactures food, both in our own food processing plants and our 500 stores.
'We are British farming’s biggest supermarket customer, which means we can better control our prices, and this latest round of crunches demonstrates our commitment to offering the best possible value to our customers this summer.'