Morrisons, the fourth biggest UK supermarket chain, has revealed that it is cutting the price of “essential” meat and poultry in their stores.
Despite early estimations that UK customers would be paying more following their decision to leave the European Union, it appears prices are heading in the opposite direction.
It has been well documented that if the high street price war continues, one major supermarket could be wiped out.
The big four (Asda, Tesco, Sainsbury’s and Morrisons) have been trying to halt the ascent of Aldi and Lidl for several years.
In addition to meat and poultry, prices on thirty fruit and vegetable products will be slipping, including broccoli, carrots and peppers.
Another clever strategy employed by Morrisons has been to reduce sandwich fillers like pate and ham as children return to school.
The cuts, dubbed “Morrisons’ price crunch”, have comprised reductions to more than 4,435 products.