The festive promotion is available to More Card loyalty customers and prompted Aldi to make further reductions to match the price of 5p on core Christmas veg
Morrisons has set a new bar in the Christmas veg promotion race by cutting the price of festive favourites to 5p and prompting Aldi to make further reductions to its own ‘Christmas super six’ offer.
The deal, which is available to shoppers who hold a More Card, will include British-grown carrots (1kg), parsnips (500g), Brussel sprouts (500g) and whole swede. It runs online and in stores from 18 until 26 December.
Morrisons British Best Roasting Potatoes (1.5kg) have also been cut to less than half price, at £1 for 1.5kg until 26 December.
Aldi recently announced it would cut prices on a range of fresh vegetables in the run-up to Christmas, with several lines priced at 8p as part of its Christmas Super Six promotion.
Following Morrisons’ announcement of 5p price cuts, the discounter has made further cuts with white potatoes (2kg), carrots (1kg), parsnips (500g), red and white cabbages (each), Brussels sprouts (500g) and swede (each) now also available for 5p from 19 December.
Meanwhile, Tesco has launched a Christmas dinner deal to feed a family of six for £9.55.
Tesco’s festive veg, including potatoes, carrots and parsnips, have been cut to 15p a bag for Clubcard members.
Morrisons, which prides itself on being the farmer-friendly retailer, said it will cover the cost of the promotion, with contracted prices to growers protected.
Writing on LinkedIn, Morrisons CEO Rami Baitiéh, said: “Today at Morrisons, we’ve cut the price of Christmas vegetables to a ‘get yourself in-store and online now’ price of just 5p - that’s the best price anywhere in the market right now.
“Our farming partners who’ve worked hard all year growing these great, British, tasty, quality products, will all be paid the full price they’d normally receive - this is just one of the ways this Christmas we’re looking after our customers.”
Morrisons, market street director Fraser Lovatt, said: “From sprouts to spuds, seasonal veg are at the heart of the Christmas dinner plate and we’re proud to help our customers enjoy them for less, while continuing to champion and support the British farmers who grow them.”
Farmers and growers receive a five per cent discount in-store and online at Morrisons, while the retailer’s ‘Tractor Tuesdays’ initiative gives farmers 25 per cent off the café menu on a Tuesday and helps to make the farming industry more visible to customers shopping for the food they produce.
