Shoppers are set to see some relief at the tills as one of Britain’s biggest supermarkets launches a major price cut.
Morrisons is slashing the cost of 650 everyday essentials in a bid to help families struggling with the squeeze on household budgets.
The promotional pricing represents an 18 per cent decrease on average, and will continue for between four and eight weeks, according to the retailer's announcement.
The initiative encompasses a broad range of household necessities, including fresh chicken breast fillets, washing detergent pods, various vegetables and meal kits. Shoppers will find these reduced prices available through both physical stores and the company's digital platforms.
These reductions arise as British families prepare for increased seasonal expenses.
The supermarket has positioned this move as support for household budgets during the pre-Christmas period.
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Recent government statistics paint a concerning picture of Britain's cost-of-living disparities.
Data from the Office for National Statistics indicates that households with the lowest incomes experienced a 4.1 per cent increase in living expenses during the April to June period.
This figure notably exceeds the 3.8 per cent rise faced by the nation's highest earners over the same time-frame.
The new promotion could help families save on their weekly food shop
| GETTY/MORRISONSThe disparity underscores how inflation continues to disproportionately impact those least able to absorb additional costs.
Overall household expenses across the UK climbed by 3.9 per cent in the year ending June, marking a sharp acceleration from the 2.7 per cent recorded through March.
These figures suggest mounting pressure on family finances as essential costs continue their upward trajectory.
Consumer advocacy research reveals equally troubling trends in household financial anxiety.
Morrison's could be help ease spiralling food costs
| GETTYWhich? discovered that 87 per cent of working parents expressed concern about food prices during mid-August, representing a six percentage point increase since May.
This comes as it was revealed families will pay extra £275 in food costs before Christmas due to a 'painful hike' in inflation.
This level of worry mirrors that recorded in November 2022, when annual inflation reached 10.7 per cent.
The parallel suggests British families are experiencing financial stress comparable to the peak of the recent inflationary crisis.
The consumer group's tracking data also highlighted deteriorating confidence among working parents regarding both the UK's economic prospects and their personal financial situations.
This pessimism coincided with back-to-school preparations, traditionally an expensive period for families.
Food price concerns affected 82 per cent of all age groups surveyed, whilst energy costs worried 81 per cent of respondents.
Alex Paver, Morrisons' pricing and customer director, emphasised the retailer's commitment to accessible quality during these challenging times.
"At Morrisons we believe great quality should be affordable for everyone, and we know that the cost of everyday products really matters to our customers right now," he stated.
Paver highlighted the breadth of the reductions, explaining: "That's why we're cutting the prices of over 650 items, from fresh favourites to cupboard staples, so our customers can trust they're getting real value every time they shop with us."
"These price cuts mean customers can spend less on the essentials and still enjoy the great quality Morrisons is known for."
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Vegetables will be among the goods that see prices drop
| GETTYThe mounting pressure on British households extends beyond grocery costs.
Which? identified widespread anxiety about energy expenses, with winter's approach likely to intensify financial strain through increased heating requirements.
Rocio Concha, Which?'s director of policy and advocacy, acknowledged the challenging landscape facing families: "Our research shows working parents are feeling the pinch ahead of back-to-school season with many worried about the economy, their household finances and the cost of everyday essentials."
She warned of additional pressures ahead: "As the nights draw in and the weather gets colder, the extra pressure of staying warm and keeping the lights on will add stress to household finances."
The organisation advised struggling households to seek free debt guidance and contact service providers for assistance with essential bills including energy, credit cards and mortgages.