Morrisons to cut prices on more than 1,000 items as it fights back

The supermarket is to cut the price of 1,072 items with many of the reductions on fresh food, such as fruit and vegetable.

David Potts, chief executive of Morrisons, said: “We are cutting the prices of products that customers will welcome being cheaper at Morrisons and we are cutting every penny we can.

“We continue to listen carefully to customers and they have told us they want lower prices, particularly on fresh food and everyday essentials. As we improve our customers’ shopping trip we are becoming more competitive with our own distinct set of prices.”

The price cuts will be accompanied by a marketing campaign called “Price Crunch” which will communicate the lower prices to customers through external and in-store advertising.

Price Crunch will be a rolling programme of lower prices, typically lasting a minimum of three months.

The Bradford-based grocer said on average it cut prices by 19 per cent on fruit and veg last week.

Morrisons said it will be using its extensive food manufacturing business to keep prices down.

Over the past few years the big four supermarkets - Tesco, Sainsbury’s, Asda and Morrisons - have struggled against the rise of German discounters Aldi and Lidl.