2nd Feb 2016 08:06
LONDON (Alliance News) - Wm Morrison Supermarkets PLC is to reduce the prices of a further 1,072 items in its latest string of price cuts.
The big four grocer said many of the reductions will be on fresh food such as fruit and veg, on products that "customers will welcome being cheaper".
The price cuts will be accompanied by a marketing campaign called 'Price Crunch', a rolling programme of lower prices, typically lasting a minimum of three months, and will communicate the lower prices to customers through external and in-store advertising.
Examples of this week's price cuts include 2.5kg of white potatoes, falling to GBP1.43 from GBP1.75; a medium whole chicken, falling to GBP3 from GBP3.50; a 750g box of cornflakes, falling to GBP1.30 from GBP1.48; and 1 litre of Savers milk, falling to 48 pence from 57p.
"We continue to listen carefully to customers and they have told us they want lower prices, particularly on fresh food and everyday essentials. As we improve our customers' shopping trip we are becoming more competitive with our own distinct set of prices," Chief Executive David Potts said in a statement.
Shares in Morrisons were down 0.2% to 173.6 pence on Tuesday.
By Karolina Kaminska; [email protected] @KarolinaAllNews
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