This week, Morrisons unveiled what Potts called “our biggest ever price cuts” across more than 400 items, and the supermarket’s chief executive promised increasingly price-conscious consumers that more was to come. 

“The pandemic has bought many fundamental changes, however, our focus on value is stronger than ever. We’ve improved our competitiveness by cutting prices and by improving product spec, packaging and display across hundreds of customer favourites,” he said. 

“This week, we launched our biggest ever price cuts across more customer favourites across the business, and in the second half we’ll invest further in product quality, service and price.”