Gedling borough supermarkets slash prices as they fight for customers

Morrisons and Asda, who have supermarkets in Arnold and Netherfield, have been losing customers to budget stores such as Aldi and Lidl as price pressures mount.

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Two borough supermarkets have cut prices as they battle for customers with households hit by the sharp rise in the cost of living

Morrisons and Asda, who have supermarkets in Arnold and Netherfield, have been losing customers to budget stores such as Aldi and Lidl as price pressures mount.

Morrisons now plans to offer an average 13% price cut on more than 500 goods including eggs, beef and rice.

Meanwhile, Asda revealed it had “dropped and locked in” prices on some products until the end of the year.

The cost of living is rising at its fastest rate in 30 years in part due to soaring food prices.

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Morrisons, which is the UK’s fourth-largest supermarket after Tesco, Sainsbury’s and Asda, said the cuts would cover refrigerated, frozen and store cupboard food and affect around 6% of its total sales volume.

Morrisons boss David Potts told BBC News: “We know that our customers are under real financial pressure at the moment and we want to play our part in helping them when it comes to the cost of grocery shopping,”

Items being discounted include cereal, cooking sauces, chicken and sausages as well as flour, bread and ham.

Meanwhile, Asda said more than 100 products covered by its “dropped and locked” promise ranged from some fresh fruit and vegetables to fresh meat and frozen food.

The supermarket said prices would drop by 12% on average.

“We know that household budgets are being squeezed by an increasing cost of living and we are committed to doing everything we can to support our customers, colleagues and communities in these exceptionally tough times,” said Mohsin Issa, co-owner of Asda.

Last month, Asda launched its Just Essentials range promising an expanded line of low-cost products in all its stores from May.

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In February, the grocer said it would offer a wider range of low-cost goods in its stores after being criticised by food poverty campaigner and chef Jack Monroe.

Last week, the UK’s largest supermarket chain, Tesco, said its profits last year more than trebled, but said its performance this year would be affected by the need to keep prices down.

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