Morrisons makes first move in pre-Christmas supermarket price war

Morrisons has slashed the cost of over 650 products to mark the beginning of the pre-Christmas supermarket price war. The chain has cut the price of "key volume lines" and cupboard essentials by an average of 18%.

Products such as chicken breasts, olive oil, Morrisons Special Flakes and Morrisons Tricolore fusilli pasta will be on offer for "at least four to eight weeks". Meanwhile, Morrisons' own-label Max Strength Cold and Flu Day and Night Capsules have been cut from £2.20 to £2. The supermarket hopes people will "stock up ahead of the cold weather".

Morrisons will also roll out "market-leader" special offers in the coming weeks. These will include Kenco coffee, Tetley teabags and its "Wine of the Week" offer, according to The Grocer,

Earlier this year, Morrisons expanded its Aldi and Lidl price match across 500 lines. The grocery price war is expected to escalate as we head towards the festive period.

It comes as consumer group Which? reports that 87% of working parents expressed concern about food prices last month.

It was previously revealed that families will pay an extra £275 in food costs before Christmas due to inflation.

Alex Paver, Morrisons pricing and customer director, said: "At Morrisons we believe great quality should be affordable for everyone, and we know the cost of everyday products really matters to our customers right now.

"That's why we're cutting the prices of over 650 items, from fresh favourites to cupboard staples, so our customers can trust they're getting real value every time they shop with us.

"These price cuts mean customers can spend less on the essentials and still enjoy the great quality Morrisons is known for."