By John Glenday

Morrisons has begun a rear-guard battle to win back customers who have deserted it in favour of cheaper rivals by slashing the price of eggs, bread, butter, coffee, milk, pasta, sugar and juice by as much as 56 per cent.

Across the board price cuts will affect 130 own-brand and branded staples with the average reduction weighing in at 22 per cent.

Stressing that the price shifts were long-term reductions and not short-term promotions Morrisons marketing director Nick Collard said: “The price cuts we have now made across products that customers buy week in, week out, are making a real difference to Read full story ›

Source: The Drum