Morrisons has unveiled a price checker tool to support the 1,200 price cuts it has launched earlier this month.

The price tracking tool, accessible through the grocer’s main website, allows shoppers to monitor the price history of past products going back to February. Morrisons said it is the first major supermarket retailer to offer this scale of service on its website.

Morrisons digital marketing director Amanda Metcalfe said: “Food prices can move up and down and that’s partly because of the number of deals that we offer. Customers therefore want to know whether they’re getting a really good deal. We want customers to have complete faith in our value-for-money and we’re hoping that this ‘warts and all’ approach to our pricing will help.”

The launch of the ‘Morrisons Price Checker’ follows chief executive Dalton Philips’ disclosure last month that the supermarket has lowered prices on more than 1,200 everyday products. 

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