Morrisons has slashed the prices of around 130 items this new year including bread, cheese and meat as shoppers struggle with a once in a generation cost of living crisis.
The price of a white medium loaf of bread will be reduced from 45p to 39p, while pasta sauce will be down to 39p from 57p.
The price reductions apply to Morrisons' own-brand ranges including Savers, Wonky and Essentials.
Among fresh products in the range to have had their prices cut are bacon, cooked chicken and cheese, as well as fruit and vegetables including apples, pears and potatoes.
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Frozen ready meals, fish fingers and prawns have also been slashed along with tins of beans, chopped tomatoes and tuna chunks.
Cost cuts will also be applied to some cleaning products and essentials too, including toothbrushes, laundry powder and washing up liquid.
The supermarket has invested over £16m to make these cuts as customers look for help on their weekly shop after the expense of Christmas and as the cost of living crisis continues to impact household grocery budgets.
“Our Savers range offers customers great value on the products they buy every day. We want to do all we can to help when it comes to the cost of grocery shopping and by investing in the range and cutting the prices further, our customers will see a noticeable impact on their budgets at a time when they really need it,” David Potts, chief executive at Morrisons, said.
Shoppers will be able to shop the Savers range online under the 'More Ways to Save' section of the Morrisons website, and in store the seasonal aisles will be filled with Savers products until January 22.
Morrisons entry level range has 263 products, 28 of which were new additions within the last six months. This month the range will grow further with the introduction of cherry tomatoes, easy peel oranges, green beans and mixed peppers.
Here are a few examples of price cuts Morrisons has made:
SAVERS PRICE CUTS: BREAKFAST EXAMPLES
MORRISONS SAVERS WHITE LOAF MEDIUM SLICED 720g
MORRISONS SAVERS ORANGE MARMALADE 454G
MORRISONS SAVERS ORANGE JUICE FROM CONCENTRATE 1L
MORRISONS SAVERS MUESLI 1KG
SAVERS PRICE CUTS: MID-WEEK DINNER EXAMPLES
MORRISONS SAVERS ITALIAN STYLE HARD CHEESE 170G
MORRISONS SAVERS PASTA SAUCE 440G
MORRISONS SAVERS LONG GRAIN RICE 1KG
MORRISONS SAVERS TUNA CHUNKS IN BRINE 145G
MORRISONS SAVERS CHILLI CON CARNE 392G
MORRISONS SAVERS PLUM TOMATOES IN TOMATO JUICE 400G
MORRISONS SAVERS TOMATO KETCHUP 460G
MORRISONS SAVERS 10 FISH FINGERS 250G
MORRISONS SAVERS BEEF LASAGNE 400G (FROZEN)
MORRISONS SAVERS MILD WHITE CHEDDAR 625G
MORRISONS SAVERS CHEESE AND TOMATO PIZZA 270G
MORRISONS SAVERS SMOKED BACK BACON 250G
MORRISONS SAVERS COOKED CHICKEN PIECES 240G
SAVERS PRICE CUTS: HOUSEHOLD EXAMPLES
MORRISONS ESSENTIALS MEDIUM TOOTHBRUSHES 2 PACK
MORRISONS SAVERS BIOLOGICAL LAUNDRY POWDER 3.335KG
MORRISONS SAVERS WASHING UP LIQUID 500ML