Morrisons unleashes More Card 'big bazooka' price cuts

Morrisons is ratcheting up the loyalty pricing wars by slashing the cost of over 2,000 products for More Card club members throughout September, with the supermarket’s marketing chief insisting “we are getting the big bazooka out”.

The price cuts will roll out across branded fridge, freezer and cupboard items, including Heinz Tomato Ketchup at £2, down from £3.40, Huggies Pure Extra Care Wipes at £7, down from £11, and Sure deodorant at £2.40, down from £3.50.

The loyalty scheme offers will be signposted at shelf edge and online, with the latest deals also communicated through the supermarket’s More app and email for More Card holders.

The move was first revealed by chief executive Rami Baitiéh earlier this month, when he described the current loyalty scheme as a “shield” but that he wanted to make it a “sword” against the supermarket’s competitors. At the time, he said Morrisons and its private equity backers CD&R were planning to inject millions into the new wave of offers.

As part of the deal, Morrisons has also added over 70 products to its Aldi and Lidl Price Match, including broccoli, mince, cheese, potatoes and rice.

Customers will now also be signposted to hundreds of Low Everyday Price items across branded and own-brand popular weekly shop products, with cupboard staples, bakery and snacks, toiletries, cleaning products, and baby care all to be included.

Morrisons group marketing director Alex Rogerson said: “Today’s move represents our single biggest investment in loyalty and pricing for many years. Driving strong value for customers remains our number one priority and today we are getting the big bazooka out and slashing the prices on over 2,000 products for More Card customers.

“Together with our Aldi and Lidl Price Match and our vast range of Low Everyday Prices – we have thousands of products that not only offer outstanding value on brands and essential items our customers love – but also have the quality they’ve come to expect from us.”

The move is part of Morrisons strategy to regain market share, which has continued to fall. According to latest NIQ Total Till data, Morrisons slipped from 8.5% to 8.4%. Discounter Aldi overtook Morrisons as the UK’s fourth largest grocer in 2022, although it too saw its market share drop to from 10.9% to 10.5%.