UK-based supermarket chain Morrisons has initiated a substantial price reduction on more than 200 products in January 2024 with an average cut of 20%.

Morrisons is planning to offer new prices on the products for the eight weeks through to March 2024. Reduced-price items include whole cucumbers, salad tomatoes, iceberg lettuce, pasta and minced steak at all 496 locations across the country. 

Morrisons’ washing up liquid is now priced at 59p, down from 75p, and a five-pack of bananas is reduced from 99p to 78p.  Morrisons’ brown basmati rice has seen a significant drop from £2.99 to £1.85 per pack, and chopped tomatoes are now available for 49p, down from 60p. 

The initiative extends to 350 health and beauty products, including Lynx Africa Shower Gel, Radox Bath Salts and Nivea Soft Moisturising Cream. 

Morrisons chief customer and marketing officer Rachel Eyre stated: “We know that January can be a difficult month for many after enjoying the festive season, so we wanted to do all we can to keep prices low without any compromise on quality. 

“Whether it’s helping our customers with ingredients for nutritious meals or making it easier for them to stock up on toiletries, we are starting the new year as we finished the last one – with a real focus on meaningful price cuts across all areas of our stores.” 

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By GlobalData

The new price cuts form part of Morrisons’ broader strategy to offer value to customers, which has included fuel deals with 5p off every litre, free meals for kids in Morrisons’ cafés, and festive exclusives for loyalty scheme members. 

The retailer also plans to offer most of the discounted products online.