Morrisons has announced that it has cut the cost of breakfast staples in its fourth round of price cuts since the beginning of the year.The supermarket giant has dropped the prices of 12 own-brand grocery items including bread, cheese and cereal, in what it calls the first of many "deflation dividends" that shoppers will see in the coming months.
Officially kicking off yesterday, Morrisons own-brand white, wholemeal and granary rolls have been reduced from 79p to just 35p - saving shoppers 56 percent.
According to the Grocery Gazette, the latest round of price cuts means that Morrisons rolls are now cheaper than packs sold at Aldi, Sainsbury's and Tesco.
The price of Morrisons Corn Flakes has also been reduced from £1.29 to 70p (46%), while Morrisons own 200g Gold Coffee has been dropped from £3.29 to just £2.39 (27%).
Read more on dailyrecord.co.uk