Supermarket chain Morrisons is planning to cut the prices of its products through its food manufacturing capability.

Currently the chain is under competition from other discount grocery options, including Aldi and Lidl, according to Morrisons boss David Potts.

The company will be introducing a new three-month 'Price Crunch' marketing campaign, which will see it reduce prices on over 1,000 of its items. Most of the reductions will be made on its fresh food and perishable items.

Unlike other supermarkets, Morrisons makes more than half of the fresh food that it sells to its customers and it is the second largest fresh food manufacturer throughout the UK.

Mr Potts said: "We continue to listen carefully to customers and they have told us they want lower prices, particularly on fresh food and everyday essentials."

As Morrisons manufactures most of its fresh goods, it has the luxury of cutting prices for the benefit of its customer base. Some of the fresh food to benefit from price cuts over the next three months include broccoli, onions, peppers and potatoes.