In a significant move to support households grappling with ongoing financial pressures, major supermarket chain Morrisons has announced a sweeping price reduction on a range of vegetables, slashing costs to a mere 37p per item. This initiative is designed to ensure customers do not have to compromise between value and quality when filling their shopping baskets.
Affordable Greens for Every Table
The limited-time offer, which runs from now until 1st February 2026, encompasses several staple vegetables. Shoppers can now purchase Morrisons British White Potatoes (1.5kg), Morrisons British Sliced Curly Kale (150g), Morrisons British Savoy Cabbage, and Morrisons Fine Green Beans (170g) for just 37p each. This represents savings of up to 66 per cent, making healthy produce more accessible than ever.
Building on Seasonal Success
This latest price cut follows a trend set by major retailers, including Aldi, Lidl, Asda, Tesco, and Sainsbury's, who all implemented similar reductions on seasonal vegetables like carrots, potatoes, parsnips, and sprouts in the lead-up to Christmas. During that period, customers were able to secure ample vegetables for festive meals for less than £1, highlighting a concerted industry effort to alleviate grocery bills.
Morrisons' new deal is part of a broader strategy to reduce costs for consumers. Earlier this month, the supermarket announced price cuts on over 2,500 products across its stores and online platform. This extensive reduction covered fresh fruit, vegetables, meat, fish, everyday pantry staples, and essential cleaning supplies, demonstrating a sustained commitment to affordability.
Commitment to Farmers and Families
James Judd, Trading Director of Produce & Horticulture at Morrisons, emphasised the company's dual focus. "We believe customers shouldn’t have to choose between value and great quality fresh food," he stated. "By cutting the cost of some of our most popular veg to just 37p, we’re helping families eat well for less while staying true to our commitment to support produce farmers."
The supermarket has reiterated its dedication to protecting farmgate prices, ensuring that farmers receive fair compensation while simultaneously reducing expenses for end consumers. This balanced approach aims to sustain the agricultural sector while providing immediate relief to shoppers.
How to Access the Savings
The 37p vegetable offer is available both in-store and online across all Morrisons locations nationwide. With household budgets under persistent strain, this initiative provides a timely opportunity for families to incorporate more fresh, nutritious options into their diets without financial strain. As the offer is limited, customers are encouraged to take advantage promptly before it concludes on 1st February.
