Morrisons Price Matches 500 Essentials, Introduces Disney-Themed Fruit Range
- 1 day ago
- 3 min read
Morrisons has pledged “unbeatable prices” on more than 500 everyday products, including fresh fruits and vegetables, ahead of launching a line of Winnie the Pooh-themed fruit packs designed to appeal to children heading back to school.
The supermarket’s new ‘Unbeatable Prices’ commitment covers hundreds of weekly essentials, including bananas, salad tomatoes, and carrots, and a guarantee that prices will not be beaten by Aldi, Lidl, Tesco, Sainsbury’s or Asda, according to a press release from Morrisons.
The Disney promotion, meanwhile, will see the popular Winnie the Pooh character feature on packs of apples, pears, and easy peelers as a fun way to encourage 5-A-Day fruit consumption among children.
The launch celebrates the 100-year anniversary of the publication of AA Milne’s all-time children’s classic story, and comes in response to positive shopper reaction to Morrisons’ wider Disney fruit range this year.
Three packs are included in the Winnie the Pooh-themed line: a six-pack of apples, a five-pack of pears, and a 500g easy-peeler pack.
The latest Disney tie-in continues Morrisons’ support of these fruit lines following the introduction of Stitch and Angel-themed fruit packs this year to coincide with the movie Disney Lilo & Stitch.
The roll-out from late August onwards will be supported by the launch of in-store point-of-sale activity.
“We are delighted to keep supporting an initiative that helps children make healthier choices,” commented Morrisons’ senior fresh produce trader Declan Keaney.
“Winnie the Pooh is an iconic character that is beloved by both kids and their parents, which is why we were so keen to make sure we are offering the fruit in time for kids to have in their lunchboxes as soon as they go back to school.
“We’ve seen a great response from parents and children to our wider Disney fruit range this year, and are excited to offer this new selection for them to enjoy as well.”
At a time when so much of the food industry’s marketing is spent on unhealthy food, John Valentine, managing director of Disney licensee RED Communications, said it is great to see a major supermarket supporting a worthwhile initiative.
“The fresh produce industry needs to do more positive marketing, and this latest initiative from Disney and Morrisons fits the bill perfectly,” Valentine enthused.
“With the current focus on kids’ health, it’s so important to encourage households with children aged under 10 to consume more fresh fruit.”
Unbeatable Price Promise
At the same time, Morrisons said its unbeatable price commitment is designed to give shoppers confidence that they are receiving its lowest prices on everyday products without needing to shop around.
“Customers shouldn’t have to choose between great prices and great quality – and at Morrisons, they don’t have to,” stated Alex Paver, Customer and Marketing Director at Morrisons.
“Our Unbeatable price commitment means customers can trust that the prices on these products simply won’t be beaten by Asda, Tesco, Sainsbury’s, Aldi or Lidl.
“And uniquely at Morrisons, that unbeatable value comes alongside the quality, freshness and expert service we’re famous for – from bread baked fresh in store to food prepared by our skilled Market Street colleagues. It’s a simple promise, exceptional quality, at unbeatable prices, giving customers more reasons to shop at Morrisons,” Paver added.
Alongside certain fresh produce items, other grocery staples such as bread, butter, chicken fillets, bacon and pizzas are included in the price pledge.
The guarantee also extends to selected fresh products sold through Morrisons’ Market Street counters, with in-store and online signage identifying products included in the price promise.
The supermarket said this will combine what it describes as competitive pricing with the quality and service offered by its specialist counters, including its fishmonger and deli operations.
The ‘Unbeatable Prices’ commitment is available across Morrisons supermarkets, online and through click & collect.
It does not apply to Morrisons Daily, Morrisons on Amazon, Deliveroo or third-party partners.
Promotions, multibuys, loyalty prices and in-store-only promotions are also excluded from the guarantee.
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