MORRISONS has said it will cut the price of 130 meat and poultry products this week, signalling a fresh round of pricing wars between the UK’s big supermarket chains.
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(Pic Credits: Getty images) LONDON: Morrisons, Britain’s fourth largest supermarket group, has announced another wave of price cuts, fuelling an already fierce industry price war.
Making the most of its position as an integrated food producer and retailer, the FTSE 100 company’s rolling “price crunch” programme this week cut prices on meat and poultry products ranging from lamb shoulder and gammon joints to thin cooked ham and Brussels pate, as well as vegetables including carrots, broccoli, potatoes and tomatoes.
Prices of almost 130 top selling cooked meat, fresh meat and poultry products are being reduced along with more than 30 fruit and veg lines. “By doing this efficiently ourselves we can pass much-needed savings on to customers”, said customer and marketing director Andy Atkinson.
The changes mean, for example, that a Morrisons’ Medium whole chicken will be reduced in price from £3.46 to £3.00.
The latest price cuts also come ahead of Morrisons’ interim update on September 15.
So far in 2016, Morrisons has reduced the prices of over 4,435 products.
The two discount supermarkets now account for more than 10 per cent of the grocery market, with Aldi overtaking the upmarket Waitrose earlier this year.
But this has not be borne out according to price comparison website Mysupermarket.com, which said that prices had fallen by four per cent over the last 12 months. The study found that the average price of a basket of 35 popular products in August was at £83.35, down £0.09 from the previous month.
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MySupermarket chief executive Gilad Simhony said the battle of the supermarkets was a welcome relief to families in the uncertain period post-Brexit.
