Supermarket makes cuts to popular grocery lines to help customers with cost-of-living crisis

Morrisons is cutting prices on a number of fresh produce items as part of a 150-line reduction to help shoppers.

The lower prices, across some of the most popular grocery lines, cover nearly 6% of Morrisons’ total volume sales and offer customers an average saving of 14 per cent.

Cupboard staples and frequently purchased items used to make fresh, nutritious meals for less are included in the deals.

They include 1kg of carrots, 10p off at 45p; 1kg of onions, 50p off at 65p; 2.5kg of Maris Piper potatoes, 30p off at £1.49; and 400g of chopped tomatoes, 10p off at 39p. Products in the Wonky range of fresh produce have also been reduced. 

Morrisons said it is investing over £100 million a year to cut prices and has leveraged its own manufacturing sites to help customers as the cost-of-living crisis continues to impact household grocery budgets.

Chief executive David Potts said: “The cost-of-living crisis continues to place an enormous financial burden on our customers and we want to play our part in helping them when it comes to the cost of grocery shopping. These price cuts are on the products they buy day in and day out and will have a noticeable impact on their budgets and demonstrate our commitment to offering the best possible value.”

A dedicated ‘More Ways to Save’ section has also been added to the Morrisons website to highlight the best ways for customers to make their money go further. The new webpage allows customers to see all the latest offers available across big brands, multi-save deals and its Savers range, making it quicker for customers to spot deals to add to their online shop.

The price cuts will be communicated to customers via print advertising, radio, digital, online and in store point of sale.