Morrisons cut prices on more than 100 products today as Britain’s biggest supermarkets fight against the incursion of German discounters Aldi and Lidl.
At least 130 products will have prices reduced by 22 per cent on average, the grocer said by e-mail. Morrison cut the cost of a loaf of bread to £1 £1.45 and a box of Kellogg’s Corn Flakes to £1.09 from £1.45.
“The price cuts we have now made across products that customers buy week in, week out, are making a real difference to the cost of the weekly family shop,” Nick Collard, a marketing and customer director at Morrisons, said in the statement.
Supermarkets in the UK have been locked in a price war for months as discounters gain market share. Morrisons was the only one of Britain’s biggest four supermarkets that had an increase in sales over the last few weeks, according to researcher Nielsen.
Price cuts are contributing to decelerating inflation, with data tomorrow expected to show it slowing to 0.4 per cent in January, the lowest since records began in 1989.
