Morrisons Slashes British Easter Veg Prices To Just 4p

Morrisons has cut the price of key British-grown vegetables to as little as 4p in the run-up to Easter, as retailers step up efforts to support shoppers facing ongoing cost pressures.

Image: Morrisons

The supermarket is offering 1kg bags of carrots, 500g packs of parsnips and whole swedes for just 4p each, alongside its ‘Best British White All Rounder Potatoes’, which have been reduced to £1 for 2kg.

The promotion is running from 30 March through to Easter Sunday, with the retailer positioning the move as a way to help customers create a traditional roast at a lower cost during the bank holiday period.

Fraser Lovatt, Market Street director at Morrisons, said the price cuts were designed to ensure seasonal staples remain accessible. He noted that lowering the cost of core vegetables allows families to prepare a classic Easter meal “without stretching their budget or compromising on quality.”

All vegetables included in the promotion are British-grown, with the retailer also highlighting its continued commitment to maintaining fair returns for suppliers while delivering value to consumers.

Jon Hammond, a Morrisons produce farmer based in Northamptonshire, said the initiative helps keep British produce front of mind for shoppers and encourages continued support for domestic growers.

The move comes as supermarkets compete aggressively on price ahead of Easter, using deep discounts on staple vegetables to drive footfall and reinforce value credentials at a key trading moment.