Many of the 1,072 items reduced in the first phase are fruit and vegetables, including:
|old price||new price|
|white potatoes 2.5kg||£1.75||£1.43|
Morrisons chief executive David Potts said: "We continue to listen carefully to customers and they have told us they want lower prices, particularly on fresh food and everyday essentials. As we improve our customers' shopping trip we are becoming more competitive with our own distinct set of prices."
The price cuts, typically lasting a minimum of three months, will be accompanied by a Price Crunch marketing campaign via external and in-store advertising.
Morrisons produces more than half of the fresh food it sells, and has said it will be "using its food manufacturing business to keep prices down".