• Morrisons launches ‘Price Crunch’, a rolling programme of price cuts in 2016
  • Prices will be slashed on 1,072 items, with many cuts focused on fruit and vegetables
  • This week’s cuts average 19% on fruit and veg with deep discounts on popular items such as peppers, broccoli, plums, onions and potatoes

Morrisons is to slash prices on more than 1,000 items, many in fruit and vegetables, as it launches its new ’Price Crunch’ campaign.

Price Crunch is a rolling programme of price cuts in 2016. The lower prices will typically last a minimum of three months.

The first round of cuts will lower prices on 1,072 items, including many fruits and vegetables. Shoppers this week can save an average 19% on fruit and vegetables at Morrisons, with deep discounts on popular items such as peppers, broccoli, plums, onions and potatoes.

For example, the price of a 1kg bag of onions has dropped from 80p to 56p, and a 2.5kg bag of potatoes, which was priced at £1.75, is now £1.48.

Morrisons chief executive David 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.

“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.”

The price cuts will be accompanied by a marketing campaign called ’Price Crunch’, which will communicate the lower prices to customers through external and in-store advertising.