Morrisons Joins Supermarket Price War

Thu, 21 Jun 2007
 
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British supermarket chain Morrisons has entered the current supermarket price war, unveiling price reductions on more than 2,000 items over the next two weeks.

Last week saw the UK’s top two supermarkets launch a battle of prices, with Tesco chief executive Sir Terry Leahy announcing price cuts worth £270 million, while Asda hit back by unveiling £250 million worth of rollbacks.

The reductions by Morrisons are in addition to 3,000 price cuts introduced since January and add to the 4,000 plus promotional cuts and £350 million worth of multi-save savings .

In addition Morrisons is also launching a promotion called the "Summer Price Freeze", which is a promise to shoppers that certain baskets of fresh food items will remain at a consistent price throughout the summer period.

"Through this combination of low prices, multi-saves and strong promotions we continue to give our customers outstanding value on their shopping throughout the year," commented Martyn Jones, group-trading director for the retailer.

The introduction of Morrisons’ refreshed branding, designed by Landon Associates, will begin from the start of next month. The familiar "M" symbol is retained but the iconic black and yellow colour scheme has been replaced by a fresher yellow and green logo .

The £450 million brand overhaul will also see the supermarket replace its "More reasons to shop" phrase with the new "fresh for you every day" line, which will appear on advertising, fresh food packaging and some in-store signage.

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