Morrisons is taking steps to address the concerns raised by consumers regarding rising food prices and lack of affordable options in local convenience stores. In response, the supermarket is introducing its budget Savers range to smaller local shops. Initially, 10 items will be rolled out, including Morrisons Savers UHT skimmed milk and washing up liquid, along with toilet roll and sausage and skimmed milk products. This selection will be expanded to 40 in the coming weeks, incorporating essential items such as eggs, ham, juice, butter, cheese, and mince meat products.
This move follows a survey that revealed two-thirds of consumers feel supermarkets are overcharging customers in expensive local convenience stores that do not offer budget range foods. It also comes after supermarket bosses faced scrutiny from ministers regarding the increasing cost of food.
Morrisons is also reducing the prices of various essential items in its Daily stores. For instance, the cost of four pints of whole and semi-skimmed milk will decrease from £1.65 to £1.55, while a six-pack of salad tomatoes will go from £1.20 to £1. Additionally, starting from July 17, a medium loaf of white/wholemeal bread will be priced at 85p instead of £1.
David Potts, the chief executive of Morrisons, acknowledged the persistently high inflation and the growing cost of living, which pose challenges to consumers. He explained that convenience stores usually do not stock more affordable products due to the limited profit margins and higher cost structure associated with such stores. However, in response to customer feedback, Morrisons is taking this step to provide essential products at affordable prices, particularly to those living in areas without easy access to a supermarket.
Morrisons’ Savers range has gained popularity for its outstanding value and quality in their supermarkets, making it the UK’s fastest-growing value range. The company is proud to lead the way as the first major UK supermarket to introduce key products from the range into convenience stores nationwide. Although mostly wholly-owned Morrisons stores will stock this range, several franchise partners have also agreed to join this initiative. Morrisons appreciates their support and commitment to helping people through the current cost of living crisis.
Overall, Morrisons is making these strategic moves to offer consumers greater affordability and accessibility, especially in areas lacking convenient supermarket options. By expanding the availability of budget range products and reducing prices on essential items, the company aims to alleviate the challenges posed by inflation and rising food costs.
