Morrisons implements policy for anyone buying own-brand products in all of its supermarkets

Supermarket giant Morrisons is implementing a strict pricing policy across all of its stores nationwide. It comes after Morrisons was found to be one of the most expensive supermarkets in the UK when compared with competitors like Aldi, ASDA, Tesco and Sainsbury's.

The supermarket, which was recently pushed out of the “big four” UK grocers by discounter Aldi, said it has invested £25 million into the price cuts. Some 64 cupboard essentials, breakfast items and fresh products will be reduced by an average of almost a fifth, Morrisons said.

For example, a 200g bag of full roast coffee granules has dropped to £2.25 from £3.99, little gem lettuce has been cut to 85p from 99p, and a four-pack of toilet tissue costs now £1.99 from £2.55. It also introduced promotional deals such as two for £2 on selected crisps and two for £1.80 on cereals.

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The offers come into effect this week in all of Morrisons’ 498 supermarkets and online. Morrisons said it has invested £148 million over the last six months into cutting prices of popular and essential items, and reduced prices of around 1,000 products in January alone.

David Potts, Morrison’s chief executive, said: “We are just seven weeks into 2023 and already this is our fifth significant price activity of the year. These latest price cuts follow hard on the heels of two notable in-store price cuts involving well over 1,000 products, and two strong fuel promotions, demonstrating our determination and commitment to make a positive difference to our customers’ pockets.”

Morrisons is among the major supermarkets in the UK competing to bring down prices and retain shoppers who are looking