Morrisons slashes prices

Morrisons is going on the offensive with the announcement of a fresh wave of more than 2,000 price cuts, as well as freezing the prices of selected fresh food items in a Summer Price Freeze.

The retail chain said the price cuts would be effective within the next two weeks and is on top of 3,000 prices lowered since 1 January, 4,000 promotional offers and £350m worth of multi-save savings offered to its customers.

It promised similar activity will continue throughout the rest of the year.

The chain's Summer Price Freeze promotion was also announced this week, guaranteeing that baskets of selected fresh food items will not increase in price over the summer.

"These 2,000 more lower prices confirm our commitment to giving Morrisons customers consistently great value," said group trading director, Martyn Jones.

"Also, our own in-house production facilities give us the ability to offer a great quality basket of fresh foods at on-going low prices.

"Through this combination of low prices, multi-saves and strong promotions we continue to give our customers outstanding value on their shopping throughout the year."