Morrisons is stepping up its efforts to attract cash-strapped shoppers by cutting the price of 650 everyday essentials ahead of the key Christmas trading period.
Items being reduced include “key volume lines” such as chicken breast fillets, rice, vegetables, rice and enchilada kits, as well as household products such as toilet rolls, laundry pods and cold & flu tablets. The average price cut is 18%, with products remaining on promotion in stores and online for four to eight weeks.
Morrisons is also rolling out a number of revolving “market-leading” weekly special offers. The first wave includes Kenco Coffee 200g and Tetley Original Teabags 400s, both priced at £6.50.
“At Morrisons, we believe great quality should be affordable for everyone, and we know that the cost of everyday products really matters to our customers right now,” said Alex Paver, the supermarket’s pricing and customer director.
“That’s why we’re cutting the prices of over 650 items, from fresh favourites to cupboard staples, so our customers can trust they’re getting real value every time they shop with us. These price cuts mean customers can spend less on the essentials and still enjoy the great quality Morrisons is known for.”
The price cuts will be supported by a national advertising campaign across TV, print, digital and in-store signage.
NAM Implications:
- An average price cut of 18% on 650 essential items…
- …should make an impact on sales of those items.
- And hopefully drives sales of associated items in the aisle.
- Hopefully…
