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Morrisons announces another round of price cuts that will lead to 135 everyday products becoming permanently cheaper

Bradford, England, 2014-6-23 — /EPR Retail News/ — Morrisons announces another round of price cuts, taking effect on Monday (23 June), that will lead to 135 everyday products becoming permanently cheaper.

The latest round of cuts will see prices slashed by as much as 41%, with an average reduction of 14%. Cuts will be across a mix of everyday products, predominantly in the grocery and household areas of store. They will include an even split of big-brand and own-brand products.

The announcement comes in the same week as a sharp fall in inflation and the first decrease in food prices for eight years. Morrisons launched its I’m Cheaper price cuts on 1 May 2014 reducing the cost of 1,200 products by an average of 17 per cent. According to the Office for National Statistics, food prices across the sector have fallen by 0.6% and Morrisons is an important contributor to easing the pressure on household budgets.

Examples of the latest price cuts:

Item Old price New price Saving %
Morrisons Peeled Plum Tomatoes 400G £0.55 £0.39 29.1%
Rocky Bars 8pk £1.69 £1.00 40.8%
Morrisons P&L Tuna Steak in Water 200G £1.29 £1.19 7.8%
Allinson White Flour 1.5kg £1.72 £1.50 12.8%
Morrisons Mushroom Stir Fry £1.29 £0.99 23.3%
Flash Spray Bleach 500ml £2.00 £1.50 25.0%
Morrisons Crinkle Cut Oven Chips 900G £1.15 £1.00 13.0%
Whiskas Fish Choice 12x100g £3.68 £3.50 4.9%
Morrisons Giant Pineapple £2.00 £1.25 37.5%
Don Mario Canned Tomatoes 400g £1.09 £0.69 36.7%

Morrisons Chief Executive, Dalton Philips said:
“This is another major price reduction programme. We are making a real difference to the cost of the weekly family shop by reducing prices on products that our customers use regularly. These are permanent price cuts, not promotions, and they won’t be the last.”

Morrisons lower prices will be included on its pioneering Price Checker website. Offering unprecedented transparency, the site (powered by, gives customers the ability to view the pricing history of an item – so they can decide whether an item is a bargain or not.

EPR Retail News