Competition heats up
Morrisons is set to cut prices of more than 1,000 products by an average of 18% in a bid to capture more shoppers.
This includes cutting the price of 1kg of beef mince from £3.86 to £3 and 750g of chicken thighs from £2.25 to £1.57.
The news comes after consumer confidence suffered its biggest fall in more than 26 years in July and all Big Four supermarkets, Tesco, Sainsbury’s, Asda and Morrisons, saw their sales drop.
Andy Atkinson, Morrisons’ customer and marketing director, said: “We are constantly listening to our customers and know they are concerned about whether food prices will go up following the Brexit vote, especially on imports.
“Morrisons is unique as a food-maker and shopkeeper, and unlike the rest of the industry manufactures food, both in our own food processing plants and our 500 stores.
“We are British farming’s biggest supermarket customer, which means we can better control our prices, and this latest round of crunches demonstrates our commitment to offering the best possible value to our customers this summer.”