Morrisons will wade into the voucher war in grocery this weekend.

The grocer will follow Asda and Tesco in running a £5 off a £40 spend coupon in The Sun newspaper this Sunday.

Morrisons chief executive Dalton Philips had previously said the grocer would “use vouchers selectively as part of an overall mechanic” after holding back from a flurry of voucher deals led by Asda and Tesco.

On Tuesday, revealed Morrisons is trialling a coupon at till initiative in the North East.

Sainsbury’s chief executive Justin King said on Wednesday that Sainsbury’s Brand Match vouchers, combined with Nectar card data, allows it to be more targeted than Morrisons.

Tesco chief executive Philip Clarke said on Monday that the number of vouchers in the market was “unhelpful”.

He said: “It’s not the long term solution. It’s about getting the right balance of price, promotions, quality and service. It shows that across the market we are all on the side of the customer.”