Morrisons fires shots in the supermarket price war

SUPERMARKET chain Morrisons is cutting the price of around 1,000 goods.

In an effort to stem the flow of customers to Lidl and Aldi, the grocer has committed to an average 19% drop in the price of fresh goods, fruit and vegetable lines.

This is reportedly part of a rolling programme of price cuts. Morrisons will be relying on its own food manufacturers to deliver.

Selected items will be cut for a minimum of three months.

Earlier this month shares surged. Morrisons had reported like-for-like sales were up 0.2% for the nine weeks to January 3, putting the brakes on falling sales, which had ranged from -2.4% to -2.9% in the previous four quarters.

It did also announce that seven stores were to close, one of which was their site in their hometown of Bradford. 90 jobs will be lost with the closure of the Westgate store.

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