Morrisons has cut the prices of almost 50 popular products by an average of 25% as it seeks to bolster its appeal to hard-pressed shoppers.

The prices of 47 high-volume products have been reduced and will be held for “at least eight weeks”, Morrisons said. 

It is the sixth time in 2023 that Morrisons has cut prices. The grocer said the latest price investment amounted to £26m. 

The reductions include fresh products such as mince, tomatoes and butter, as well as summer favourites such as pitta bread and scotch eggs.

The latest price cuts came after a round of decreases last month when the prices of 1,000 products were lowered or held until mid-July.

Grocers have been battling it out on price as customers have sought value for money during the cost-of-living crisis. Value players Aldi and Lidl have grown at the expense of Morrisons, which lost its ’big four’ status last year.

Morrisons chief customer and marketing officer Rachel Eyre said: “Providing great quality products at affordable prices for our customers is a key priority. Our steady flow of deep and broad price-cutting programmes, together with our new More Card loyalty scheme, are helping customers save money on their weekly shop.”