Morrisons is set to make Christmas dinner more attainable for families in the UK by significantly reducing the prices of key festive vegetables. From December 18 to 24, the supermarket chain will offer a selection of British-grown vegetables at just 10p each for More Card holders.
Shoppers at Morrisons will be able to purchase carrots, parsnips, Brussels sprouts, and whole swede for the remarkably low price of 10p each. This initiative is part of the retailer’s efforts to support local agriculture and provide affordable options for Christmas meals. In addition to vegetables, British Best potatoes will be available at a reduced price, now selling for £1.15 per 2kg bag until January 1.
Morrisons has pledged a substantial £1.4 billion annually to bolster British farming, underlining its commitment to local producers. Fraser Lovatt, the supermarket’s category director of produce and horticulture, remarked, “No Christmas dinner is complete without all the trimmings of the seasonal vegetables. By cutting the costs of products like carrots, parsnips, sprouts and potatoes, we are helping customers get all they need for the perfect festive roast without breaking the bank.”
In addition to the vegetable discounts, Morrisons is offering other festive deals. These include half-price Market Street Whole Salmon until January 5 and discounts on celebratory drinks, such as Charles De Villiers Champagne Brut and Sorso Prosecco Spumante, exclusively for More Card holders until January 1.
The decision to lower vegetable prices is not unique to Morrisons. Other major supermarkets, including Aldi, Sainsbury’s, Tesco, and Asda, have recently implemented similar price reductions on Christmas vegetables, reflecting a widespread trend to make holiday meals more affordable.
By slashing prices on essential Christmas vegetables and other festive products, Morrisons is demonstrating its commitment to both affordability and local farming support. This move is part of a broader campaign across UK supermarkets to ease the financial burden on families during the holiday season.
