Supermarket kicks off new year with a wide range of price cuts and locks

Morrisons is cutting prices

Morrisons is cutting prices

Fresh produce is front and centre in a new Morrisons price-cutting drive.

The supermarket announced it is investing £15 million to cut the price of popular products this month in a bid to help its customers through the January squeeze after the expense of Christmas.

Over 200 products are being cut by an average of 20 per cent, from cupboard essentials and breakfast options to fresh produce to “help people have a nutritious and healthy start to the year”.

Discounts include a five-pack of bananas, down 21p at 78p; 400g of closed-cup mushrooms, down 10p at £1.19; and 400g of chopped tomatoes, down 11p at 49p.

In total, Morrisons said some 1,000 items have had their prices locked low for eight weeks from 27 December. It is the second year in a row that the retailer has run its rolling programme of eight-week price ‘locks’ on thousands of products.

Popular basket items such as whole cucumbers, salad tomatoes and iceberg lettuce are also included in the price freeze. 

Rachel Eyre, chief customer and marketing officer at Morrisons, 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.”