Morrisons has slashed prices on more than 2,500 products from today, giving shoppers a welcome boost as they look to cut back on spending after the festive season.
The supermarket giant is rolling out reductions across its stores nationwide and online, covering everything from fresh fruit and vegetables to meat, fish, frozen goods and kitchen cupboard essentials.
Big-name brands are also included in the savings, with products from Kellogg's, Nestlé, Birds Eye, Fairy and Pampers all seeing price drops.
It's a timely move for families feeling the pinch in January, with budgets under continued pressure following Christmas.
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The retailer says all the savings will be clearly marked both in-store and on its website, making it easier for customers to spot the deals.
Those looking to kickstart a healthier January may find the fresh produce aisle cheaper.
Tenderstem broccoli has dropped from £2 to £1.50, while a kilogram of sweet potatoes is now just £1, down from £1.25.
Blueberries have been reduced to £1.90 from £2, and ready-to-eat avocados are now 69p instead of 88p.
The reductions will be in-store and online
|GETTY/Morrisons
Mangoes have also seen a cut, falling from 88p to 79p each.
Baby plum tomatoes are among the other fresh items included in the reductions.
Kellogg's and Nestlé cereals are among the branded goods seeing reductions, with Cheerios Multigrain dropping from £3.50 to £2.50.
John West Tuna Chunks have fallen from £3.50 to £3, while Birds Eye Fish Fingers have been halved in price from £3 to just £1.50.
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Products from Ella's Kitchen and Organix are also included in the cuts
|Morrisons
For those tackling the post-Christmas clean-up, Fairy dishwasher tablets have been slashed from £11.50 to £5.75, and Andrex toilet rolls are down from £6.50 to £5.
Parents will love the savings on baby essentials, with Pampers nappies reduced dramatically from £11 to £3.50.
Products from Ella's Kitchen and Organix are also included in the cuts.
Alex Paver, Pricing and Customer Director at Morrisons, said: "At Morrisons, we believe great quality should be affordable for everyone, and we know that January is a time when the cost of the weekly shop really matters to customers.
They say the reductions form part of the supermarket's ongoing investment in affordable shopping
|Morrisons
"That's why we've freshly cut 1000s of prices, from fresh favourites to cupboard stables so customers can trust they're getting real value every time they shop with us."
He added: "These price cuts reflect our continued commitment to helping customers spend less, while enjoying the quality Morrisons is known for."
The reductions form part of the supermarket's ongoing investment in affordable everyday shopping, they say.
All the savings are being clearly highlighted both in-store and on the Morrisons website, so customers can easily spot where they can save money on their weekly shop.
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