UK: Morrisons to slash 4,000 prices

By just-food.com | 11 February 2009

UK retailer Morrisons has announced it is to cut prices on 4,000 products.

The latest cuts by the UK's fourth largest retailer is intensifying the price war between the country's major supermarkets, of which Asda and Tesco have also recently announced price cuts.

Morrisons said the latest cuts are being made in a bid to save shoppers up to GBP40 (US$57.46) each week and include reductions on items such as Thorntons Premium Collection chocolates for GBP5 - down from GBP10.76; a bottle of Sandpiper rosé for GBP4.00; and British Shoulder of Pork for GBP2.45 per kg.

Angus Maciver, group marketing and communications director, said: "We know that times are tough for everyone, so we're working even harder to ensure people can keep some extra money in their pockets. Even in these tough times we want our customers to be able to fill their trolleys and save money right across the weekly shop."

In January, Morrisons filed a complaint with the Advertising Standards Authority (ASA) over a price comparison advert by Asda. The national press and TV ads claimed 2,955 branded products at Asda were cheaper than at its competitor's stores.

The ASA found the ads not to be misleading on a number of points and found the comparison to be based on a "fair selection of products".

Morrisons saw its sales growth outpace its nearest rivals over Christmas, with like-for-like sales, excluding fuel, rising by 8.2% during the six weeks to 4 January.

The performance compared to UK like-for-like sales growth of 2.5% from Tesco and 4.5% from Sainsbury's.

Sectors: Retail

Companies: Morrisons, Asda, Tesco, Thorntons