Loyalty card holders will now pay less with their More Card. Credit: Wm Morrison Supermarkets Limited.

British supermarket chain Morrisons has unveiled a substantial price reduction on a range of products for its More Card customers.  

The discounts will be applied to 2,000 branded and essential items across fridge, freezer and cupboard essentials categories throughout September 2024. 

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The price cuts are part of Morrisons’ commitment to providing value to its customers.  

The discounts will be indicated on shelf edges and online, ensuring that More Card holders are well-informed of the savings available.  

The Morrisons More app and email communications will also feature the latest deals, making it easier for loyal customers to access these offers. 

In a bid to compete with discount supermarkets Aldi and Lidl, Morrisons has expanded its Price Match scheme, which now includes more than 70 additional products.  

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The initiative ensures that prices for hundreds of weekly essentials, such as broccoli, mince, cheese, potatoes and rice, are matched or undercut when compared to the prices at Aldi and Lidl.  

In-store and online signage help customers identify these best-selling essentials. 

Morrisons is also highlighting hundreds of Low Everyday Price items, encompassing products from cupboard staples to babycare.  

The move is designed to reassure customers of the supermarket’s dedication to offering consistently low prices on popular weekly shop items. 

Morrisons marketing director Alex Rogerson said: “Today’s move represents our single biggest investment in loyalty and pricing for many years. Driving strong value for customers remains our number one priority and today we are getting the big bazooka out and slashing the prices on over 2,000 products for More Card customers. 

“Together with our Aldi and Lidl Price Match and our vast range of Low Everyday Prices – we have thousands of products that not only offer outstanding value on brands and essential items our customers love – but also have the quality they’ve come to expect from us.” 

In August 2024, Morrisons Media Group announced the launch of in-store food and drink sampling across its UK supermarkets, aiming to connect customers with new products.