Supermarket group Morrisons has intensified the grocery price war by slashing the prices of 4,000 products.
Morrisons’ offensive – which it says will save shoppers up to£40 a week during February - follows similar cuts by rivals Asda and Tesco, who reduced prices on 1,000 and 3,000 items respectively last month.
Grocers have been fighting tooth and nail for customers as the downturn has bitten. Tesco has been the biggest victim of the clash – its market share fell from 31.2 per cent to 30.7 per cent over the last year according to TNS Worldpanel data.
Morrisons posted the strongest sales growth of all the grocers over Christmas, when it notched up a like-for-like advance of 8.2 per cent.