Morrisons cuts price of essential items in shoppers’ baskets


This week Morrisons will cut the prices of another 200 everyday items – such as bread, milk and butter – by up to a third as the supermarket continues to reset its prices downwards.

These are the first price cuts instructed by David Potts, Chief Executive of Morrisons. The grocer has led the industry in cutting prices since 2014, making 1,665 cuts of an average of 16%.

The latest IGD data shows price is the most significant motivator behind supermarket choice, with 83% of people claiming it to be ‘important’[i].

This week, Kantar WorldPanel reported that Morrisons had returned to growth for the first time since December 2013 and was the only one of the big four retailers to see increased sales in the latest sales period[ii].

Morrisons cuts will be on branded and own brand everyday basket essentials including:


Old price

New price

Saving %

Morrisons semi skimmed British milk, 4 pints




Morrisons free range eggs, medium, 12 pack




Morrisons British butter, 250G




Morrisons Savers tuna chunks, 170g




Morrisons Savers orange juice, 3x200ml




Tate & Lyle Fairtrade granulated sugar, 1kg




Shredded Wheat, 30 pack




Hovis Original Wheatgerm, 400g




Tampax Regular, 20 pack




Heinz Mums Own Spaghetti Bolognese, 200g




In store, Morrisons will also simplify promotions by grouping together products at the same price point or promotional offer. In addition, new clearer point of sale materials will make it easier for customers to shop for the best value.