10 January 2017 - Janet Bird
Morrisons has entered 2017 in combative mood, firing the first salvo in the latest phase of the supermarket price wars.
The Big Four grocer has slashed the prices of 800 products in a bid to attract shoppers tightening their belts after the excesses of the festive season.
The addition of these products means around 1,500 Morrisons' items have now been affected by the grocer's much vaunted 'price crunch', an average reduction of around 19 percent.
Morrisons has also simplified the price of over 5,000 items so they are in 'round pounds' to make it easier for customers to calculate how much their shop will cost.