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| Morrisons cuts prices of over 1,000 ‘everyday essentials’ | Morrisons cuts prices of over 1,000 ‘everyday essentials’ |
| (3 days later) | |
| Morrisons is to cut prices on more than 1,000 products in an bid to attract customers in the heated supermarket price war. | Morrisons is to cut prices on more than 1,000 products in an bid to attract customers in the heated supermarket price war. |
| The Bradford-based supermarket will cut prices on products including fresh food, with products such as fruit and vegetables reduced by an average of 19 per cent. | The Bradford-based supermarket will cut prices on products including fresh food, with products such as fruit and vegetables reduced by an average of 19 per cent. |
| The reduction will apply to 1,072 items in total, including shampoo and toilet paper, the supermarket said on Monday. | The reduction will apply to 1,072 items in total, including shampoo and toilet paper, the supermarket said on Monday. |
| Morrisons, the UK’s fourth biggest supermarket chain, is also launching Price Crunch, a rolling programme of price cuts expected to last for at least three months on top of earlier reductions. | Morrisons, the UK’s fourth biggest supermarket chain, is also launching Price Crunch, a rolling programme of price cuts expected to last for at least three months on top of earlier reductions. |
| Customers are expected to save more than £5 on a basket filled with everyday essentials such as potatoes, eggs, toilet paper and milk. | Customers are expected to save more than £5 on a basket filled with everyday essentials such as potatoes, eggs, toilet paper and milk. |
| David Potts, chief executive, said Morrisons wants to become more competitive. | David Potts, chief executive, said Morrisons wants to become more competitive. |
| “We are cutting the prices of products that customers will welcome being cheaper at Morrisons and we are cutting every penny we can,” Potts said. | “We are cutting the prices of products that customers will welcome being cheaper at Morrisons and we are cutting every penny we can,” Potts said. |
| “We continue to listen carefully to customers and they have told us they want lower prices, particularly on fresh food and everyday essentials,” he added. | “We continue to listen carefully to customers and they have told us they want lower prices, particularly on fresh food and everyday essentials,” he added. |
| Tesco, Sainbury’s, Asda and Morrisons have struggled to compete with German discount supermarkets Aldi and Lidl. | Tesco, Sainbury’s, Asda and Morrisons have struggled to compete with German discount supermarkets Aldi and Lidl. |
| The ongoing price war has seen supermarket prices fall for more than the last year. | The ongoing price war has seen supermarket prices fall for more than the last year. |
| Shares in Morrisons, which have had their high street futures questioned in recent years, soared as higher sales defied fears that rivals would push them closer to the brink. | Shares in Morrisons, which have had their high street futures questioned in recent years, soared as higher sales defied fears that rivals would push them closer to the brink. |
| The supermarket boosted its performance for the first time in four years. Potts put improved results down to store promotions, fewer multi-buy deals and improved pricing. | The supermarket boosted its performance for the first time in four years. Potts put improved results down to store promotions, fewer multi-buy deals and improved pricing. |
| Like-for-like sales were up 0.2 per cent in the nine weeks to 3 January – although 0.9 per cent of the rise came from Morrisons’ online operation. | Like-for-like sales were up 0.2 per cent in the nine weeks to 3 January – although 0.9 per cent of the rise came from Morrisons’ online operation. |