Morrisons has cut hundreds of prices on everyday essentials.
From today, more than 400 of its most popular products have been made cheaper to help families out this autumn.
The cuts cover everything from cereal to loo roll, tuna to tea in an effort to save people money.
Morrisons chief executive David Potts said: “It’s been a tough year for many families who find themselves stretched."
He added: "These are not short term promotions these are price cuts that are here to stay.”
The latest round of price cuts follow reductions on more than 800 items since last year.
Morrisons said it has been listening to customers who have been saying value for money has become more important since the Covid-19 pandemic started.
Today's price cuts cover fresh food, store cupboard staples and cleaning products.
That includes fruit and veg, meat and poultry, bread and cornflakes, rice and pasta, plus bleach, cleaning fluid and toilet rolls.
Morrisons price cuts include:
- Warburton Sliced Rolls, 8pk - was £1.35, now £0.99
- Morrisons Bran Flakes, 1kg - was £1.50, now £0.99
- PG Tips Original Pyramid Teabags, 240s, 696g - was £4.50, now £3.49
- Morrisons Olive Oil, 1l - was £3.70, now £2.49
- John West Tuna Chunks in Brine, 4 x 145g - was £5.00, now £2.99
- Dolmio Original, 750g - was £2.00, now £1.45
- Morrisons Orange Juice, 3x200ml - was £0.80, now £0.55
- Morrisons Halloumi, 225g - was £2.00, now £1.59
- Morrisons Lean Beef Mince 5% Fat, 500g - was £3.30, now £2.69
- Morrisons Chicken Thigh Fillets, 1kg - was £4.80, now £3.99
- Morrisons Round Lettuce - was £0.65, now £0.45
- Morrisons Baking Potatoes, 2.5kg - was £1.45, now £1.39
- Morrisons Granny Smith Apples, 6pk - was £1.60, now £1.19
- Morrisons Original Bleach, 750ml - was £0.60, now £0.39
- Morrisons Toilet Tissue White, 2pk - was £1.00, now £0.69
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