Morrisons are cutting their prices again - but does anyone care?
Morrisons are again cutting their prices in a bid to fend off the challenge from Lidl and Aldi. They've dropped the price of eggs, butter, milk, bread, coffee, pasta, sugar and juice by as much as 56%.
The thing is - will anyone actually care about this? The fact is, for many, Morrisons is neither here nor there. It's a little dowdy and dull; not functional and straight-forward like cheaper supermarkets and not fancy enough like more upmarket shops.
So, cutting the price on 130 own-brand and branded basics might not change consumer opinion. Morrisons seem adrift on the high street, with no-one looking at them for quality or savings.
That said, these price cuts are here for the long term, as Morrisons are keen to point out that this is not a short promotion to get people back through their doors. Marketing director Nick Collard adds: "The price cuts we have now made across products that customers buy week in, week out, are making a real difference to the cost of the weekly family shop."
Across their products, the savings amount to 22% off, with the biggest saving coming with their own brand egg and spinach taglietelle. Is that enough to entice you into their aisles?
We'll have to see, but Morrisons look like they need to do something pretty drastic if they want to be relevant - and no, we're not talking about stadium rock veg stands.