Morrisons has slashed prices on more than 1,000 products as the grocer bids to continue its sales momentum.
The Bradford-based business, which has enjoyed five consecutive quarters of like-for-like growth, is cutting prices of 1,067 lines across its stores and online this week.
The cuts form part of the latest wave of Morrisons’ ‘Price Crunch’ campaign, a rolling programme of reductions which typically last for three months.
As part of the latest tranche of cuts, Morrisons is reducing the price of iceberg lettuce to 50p, following a winter where prices briefly jumped to over £1 following floods in Spain.
The supermarket giant is also slashing prices of cucumber, tomatoes, carrots, peppers and PG Tips teabags.
Morrisons hopes the average reductions of 21% will allow it to build on its first full year of profit and like-for-like sales growth since 2012.
The grocer posted an 11.6% jump in underlying pre-tax profit to £337m for the year ending January 29.
Morrisons customer and marketing director Andy Atkinson said: “It may have felt chilly this bank holiday weekend, but better weather is coming, so we think it’s the right time to crunch prices that help customers to picnic this summer.”
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