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Morrisons has announced that it will spend £26m on cutting prices in its stores for the sixth time this year.
The supermarket stated that 47 high-volume products have been cut in price by an average of over 25%, with the new prices being held for a minimum of eight weeks.
The deep price cuts include fresh items like mince, tomatoes and butter, cupboard staples like squash and cereal and picnic classics like pitta breads and scotch eggs.
Last month, Morrisons reduced or held the price of a further 1,000 products which will remain locked low until mid July.
Rachel Eyre, chief customer and marketing officer, said: “Providing great quality products at affordable prices for our customers is a key priority at Morrisons. 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.
“Today’s price cuts include picnic items to help our customers make the most of the warm weather and we’ve not forgotten the fridge and cupboard essentials either.”
The move comes as Morrisons continues to try and claw back market share from Lidl and Aldi.
Aldi became the fourth biggest supermarket in the UK in September last year, jumping ahead of Morrisons.
