Morrisons Chief Executive David Potts 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.
Morrisons is the UK’s second largest fresh food manufacturer and uniquely among the supermarkets, makes more than half of the fresh food it sells. It will be using its food manufacturing business to keep prices down.
-
- For further information please contact: Julian Bailey tel. 07969 061 092
About Morrisons
Morrisons is one of the UK’s biggest food retailers with 498 stores and we’re the only British supermarket to have our own food processing sites and abattoirs. We employ expert livestock buyers to pick animals straight from the farmer and we are unique in making almost a quarter of the food we sell in store ourselves, giving us unrivalled control over our supply chain.
We’re committed to supporting British farming, that’s why all Morrisons-branded fresh meat and everything on our butchers’ counters is 100% British. And we have more skilled specialists on hand to prepare more fresh food in store than any other retailer, with over 6,000 fully trained crafts people in our stores including butchers, bakers, fishmongers and cheesemongers.
Every week, over 11 million customers pass through our doors and more than 117,000 colleagues across the business work hard each day to deliver great service to them. Our aim is to give our customers more of what matters to them, offering great quality food at low prices.