Morrisons is trimming the cost of around 650 everyday products, and doing it for a defined window, not just a weekend flash sale. The supermarket reports an average reduction of about 18%. This change will be live in-store and online for four to eight weeks from the beginning of September.
The list of products leans heavily on weekly staples and household basics such as chicken breast fillets, rice and pasta, and fresh vegetables, plus kitchen and toilet roll and laundry pods. There's also a cold-weather nudge with soups and cold and flu tablets among the lines going down in price.
Morrisons' pricing lead Alex Paver says the aim is straightforward: make the shop feel better value on the things people actually buy. As he put it, "We're cutting the prices of over 650 items… so customers can trust they're getting real value."
The retailer is backing the movie with national ads and in-store signage to make reduced lines easier to spot. It's important to remember that these are temporary reductions, not a long "price-lock", so try and plan your cupboard top-ups inside the 4-8 week window
September is when supermarkets start jockeying for position ahead of peak season and Christmas food shops. Recent coverage suggests this is Morrisons' opening move in this annual pricing contest.
Luckily, this means that other stores are likely to follow suit with competitive pricing, particularly Lidl, which overtook Morrisons as the fifth-largest supermarket. So if Morrisons isn't your local store, don't worry too much about it.
As always, check the app for additional deals and make sure you make the most of your Morrisons rewards card to maximise your savings.
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