U.K: Morrisons slash price of fruit and vegetables in 'price crunch' campaign
Supermarket chain Morrisons is cutting the price of fresh produce across its U.K. stores with an average 19% drop on fruit and vegetable lines.
Among the cut-price fresh produce are a 1kg (2.2lbs) bag of onions reduced from £0.80 (US$1.14) to £0.56 (US$0.80), broccoli down from £0.50 (US$0.71) to £0.38 (US$0.54) per 335g (0.73lbs) and a three-pack of peppers reduced from £1 (US$1.43) to £0.86 (US$1.23).
"We are cutting the prices of products that customers will welcome being cheaper at Morrisons and we are cutting every penny we can," Morrisons chief executive David Potts says in a statement.
"We continue to listen carefully to customers and they have told us they want lower prices, particularly on fresh food and everyday essentials.
"As we improve our customers’ shopping trip we are becoming more competitive with our own distinct set of prices."
This is the first Morrisons 'price crunch' campaign, part of a rolling program for 2016 where the discounter offers lower prices through external and in-store advertising. Each 'price crunch' will typically last for a minimum of three months.