Supermarket Morrisons has announced a new wave of price cuts across its fresh products such as meat and poultry by as much as 12%. Morrisons said that it would be slashing prices on 30 fruit and vegetable products including broccoli, carrots, peppers as well as ham and other cooked meats and sandwich fillers, in order to attract families in the run-up to the new school term.

The cuts form part of Morrisons latest ‘Price Crunch’, a rolling programme of lower prices, typically lasting a minimum of three months. To date this year, the grocer has reduced the prices of over 4,435 products.