Bradford-based Morrisons is fighting its corner in the supermarket price war by promising to cut £100 million off prices in its stores.
The firm is following its current Price Mission promotion - which has already cut hundreds of prices in its 96 stores - with a Price Mission Plus campaign
The company, which this year celebrates its centenary, prides itself on charging the same price in all its stores.
Morrisons, which is planning to have 100 stores by the end of the year, is the sixth-largest supermarket chain in the UK.
The top UK supermarket chain is Tesco, followed by Sainsbury, Asda, the merged Somerfield/Kwik Save and Safeway.
Similar price campaigns run by other supermarkets include Asda's Permanently Low Prices, Sainsburys' Value to Shout About and Safeway's Outstanding Value promotion.
But Morrisons, which does not have a loyalty card, says its promotion passes on savings of pounds, not points.
Chris Blundell, the firm's business development director, said today: "The launch of the Price Mission Plus is a further reinforcement of our philosophy, carried through our 100 years of trading, always to offer outstanding value."
He said the company saved on cost, compared with other chains, because it had the Farmers' Boy fresh food factory in Bradford where meat and fresh food was prepared for its chain of stores.
The firm also has a distribution depot in Cheshire for fresh produce.
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