The price cuts affect “essential” meat and poultry products, including ham and other cooked meats.
Morrisons said the further round of prices cuts would “help families bring meat back to the dinner table this autumn” .
The retailer’s customer and marketing director Andy Atkinson said: “Meat is one of the priciest items in families’ shopping baskets and, as kids go back to school, the cost of packed lunches is an added cost.”
Vertically-integrated supply chain
The cuts were possible because of the Morrisons’ vertically-integrated supply chain, he added.
“We’re a British company, making our own ham and buying our own cattle here in Britain. By doing this efficiently ourselves we can pass much-needed savings on to customers.”
The latest round of cuts will reduce the price of 130 top-selling poultry, cooked and fresh meat products, plus 30 fruit and vegetable lines.
Morrisons lamb shoulder was reduced in price from £8/kg to £6.50, while the price of its 454g packs of Butchers’ Style Pork Sausage was cut from £1.82 to £1.47.
The price cuts were said to followed new research revealing families were eating more mid-week roast dinners.
Vegetable lines selected for price cutting included: carrots reduced in price from £0.60/kg to £0.44 and six-pack salad tomatoes from £0.65 to £0.56. See more details of the price cuts in the box below.
Last month Morrisons told FoodManufacture.co.uk that its decision to slash the prices of more than 1,000 every-day grocery products would “leave its suppliers unaffected”.
The Bradford-based retailer made the cuts as part of its ‘Price Crunch’ programme. So far this year. the prices of more than 4,400 products have been reduced.
Shore Capital analysts Clive Black and Darren Shirley welcomed the latest round of price cuts. It was “another step in the process of the introduction of its own price file while closing the gap against the limited assortment discounters”, they said.
The news followed a fall in sales for retailer Asda in the three months leading to June 30, despite moves from the company to cut prices.
US owner Walmart has posted that Asda’s like-for-like sales were down 7.5% for the second quarter of 2016, significantly lower than the first quarter drop of 5.7%.