Individual items like coffee and nappies are included within the cuts as well as the key ingredients needed for different occasions such as packed lunches or evening meals. White baguettes, ham, multi-packs of crisps and sausage rolls have all been cut to help reduce the cost of lunches while the price of mince, rice and kidney beans have all gone down to make it cheaper to make chilli con carne. 

As part of the campaign, Morrisons has cut the price of a quarter of its 235 entry level products which include ‘Morrisons Savers’, ‘Morrisons Wonky’ in produce and ‘Morrisons Essentials’ in homeware and health & beauty. 

David Potts, Chief Executive, Morrisons said: “We know that our customers are under real financial pressure at the moment and we want to play our part in helping them when it comes to the cost of grocery shopping. These price cuts will have a noticeable and long term impact on our customers' budgets and demonstrate our commitment to offering them the best possible value.” 

As well as price cuts and multi saves, a ‘Compare & Save’ campaign has launched in store to help customers identify the savings that can be made by swapping branded items for Morrisons own brand products. Morrisons is also continuing to invest in its market leading deals and this week customers can purchase a pizza meal deal for £10 which includes two pizzas, two sides and a drink.  

Morrisons price cuts will be communicated to customers via TV and print advertising, digital, online and in store point of sale. There is also a Morrisons Savers event taking place in the seasonal aisle until 8th May showcasing the low prices to customers.