Supermarket price war heats up as Morrisons slashes over 400 items

Morrisons has announced price cuts on over 400 popular food and household items, locking in the lower prices for at least eight weeks.

Among the discounted items are dinner favourites like breaded frozen cod fillets, fries, mushy peas, red kidney beans, fajita kits, and long grain rice, with prices reduced by up to a third. Popular snacks such as cheese curls, jaffa cakes, and cottage cheese have also seen price drops, along with household staples like kitchen roll, dishwasher tablets, and pet food.

In addition to these latest price cuts, Morrisons is continuing to offer market-leading promotions and discounts on key products. For the week commencing 20 May, customers can will be presented with offers like 25 per cent discount on the purchase of six or more bottles of wine and Champagne in England and Wales, a two-for-£3 deal on produce including Morrisons The Best Asparagus, £1 for a 450g bag of Morrisons The Best Jersey Royal Potatoes, a 24-pack of Coke Zero for £6, and a two-for-£3 offer on Pringles.

Darren Blackhurt, Morrisons' chief customer and marketing officer, said: "We know that the cost of grocery shopping is as important as ever for our customers, and we remain committed to lowering prices without any compromise on quality. Today's price cuts include ingredients for popular meals as well as household staples, which will help customers spread their budgets as they start to think about the busy summer months ahead."

Most of the discounted products are available both in Morrisons supermarkets and online.

Morrisons' price cuts come amid a wave of similar moves by other major UK supermarkets in recent months as they aim to attract cost-conscious shoppers. Discount chains like Aldi have put pressure on the traditional grocers, with Aldi lowering prices on over 50 fruit and vegetable items by an average of 7 per cent earlier this year.

Competitors such as Waitrose, Marks & Spencer, and Asda have all announced price reductions across hundreds of product lines since the start of 2023. Waitrose invested £30 million to cut prices on over 200 own-brand items, while M&S lowered costs on around 65 products by 6 per cent on average. Asda slashed prices by 17 per cent on nearly 300 items like cheese, bread and cereals in a bid to regain market share from the discount chains. As inflation strains household budgets, the supermarket price war shows no signs of letting up.

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