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Morrisons uses manufacturing to drive down prices

01 February 2016

Morrisons will cut prices on 1,072 products amid a price war with budget retailers Aldi and Lidl.

The supermarket said that its “price crunch” would affect mostly fresh fruit and veg. 

“Morrisons is the UK’s second largest fresh food manufacturer and uniquely among the supermarkets, makes more than half of the fresh food it sells,” the company said in a statement. 

“It will be using its food manufacturing business to keep prices down.”

The lower prices will last a minimum of three months, Morrisons Chief Executive David Potts said. 

“We are cutting the prices of products that customers will welcome being cheaper at Morrisons and we are cutting every penny we can,” he added.

“We continue to listen carefully to customers and they have told us they want lower prices, particularly on fresh food and everyday essentials. As we improve our customers’ shopping trip we are becoming more competitive with our own distinct set of prices.” 


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