As Easter approaches, major UK supermarkets are slashing prices on essential vegetables to help families celebrate without breaking the bank. Morrisons, Asda, and Aldi have all introduced offers that bring the cost of popular vegetables down to just 8p each, making them accessible for shoppers looking to prepare festive meals.
Morrisons has kicked off its Easter price offensive by reducing the cost of carrots, swedes, and parsnips to an eye-catching 8p. This strategic move has helped the Bradford-based retailer secure its first win in the Easter-themed Grocer 33 shopping basket since January, with a total trolley cost of £81.15, which is £2.78 cheaper than its closest rival, Asda.
One of the standout offers from Morrisons was a half leg of lamb, priced at £2.48 less than Asda’s offering, highlighting the competitive nature of supermarket pricing as Easter draws near. Morrisons' promotional activity has been significant, with discounts on just over half of the products on the Grocer 33 list, making it a popular choice for cost-conscious shoppers.
Asda, meanwhile, has also announced its own price reductions on key Easter vegetables. From April 15 to April 21, customers can purchase 1kg of carrots, one swede, 360g of broccoli, 500g of parsnips, and 2kg of potatoes for just 8p each. This offer is available to all shoppers, eliminating the need for loyalty cards or membership pricing, and aims to support families during the busy Easter shopping period.
In addition to the 8p vegetable deals, Asda has positioned itself as the cheapest for a dozen items on the Grocer 33 list, exclusively holding the lowest prices for nine, which includes popular Easter treats like Cadbury Giant Buttons Easter eggs and Linda McCartney’s sausage rolls. However, despite these competitive prices, Asda's overall pricing strategy saw it only undercut Tesco by 4.1% and was 5.5% cheaper than Sainsbury’s.
In the latest price comparison, Tesco came in third place with a trolley cost of £87.49. The retailer, which has committed a £400 million war chest to respond to any price intensification, managed to be the cheapest for nine items, offering a Clubcard discount of £6.75 to its members.
Sainsbury’s, on the other hand, saw prices rise by 1.9% compared to April 2024, resulting in a total trolley cost of £88.80, which was £7.65 more expensive than Morrisons. Sainsbury’s also provided its Nectar members with a discount of £5.70, but still could not compete with Morrisons’ aggressive pricing.
Waitrose, while also reducing prices by 4.2% year on year, still found itself at a disadvantage, with a shopping basket costing £97.75, which is £16.60 more than Morrisons. The retailer did come close to matching Morrisons’ price on lamb, but overall, its offerings were still considerably more expensive.
Aldi has not been left out of the Easter price cuts. The supermarket's ‘Easter Super Six’ offer, running from April 15 to April 19, includes several vegetables at just 8p each. Shoppers can find Nature’s Pick Broccoli (360g), Nature’s Pick Carrots (1kg), and Nature’s Pick White Potatoes (2kg) among the discounted items. The offer extends to other vegetables such as loose garlic and cucumbers, providing significant savings for budget-conscious families.
Gareth Lloyd, head of marketing events at Morrisons, emphasized the importance of affordable food during the Easter celebrations. He stated, “Easter is a time for families to come together and enjoy great food. We’re proud to offer our customers quality, fresh British produce at prices that help make their celebrations affordable.”
These price cuts are part of a broader strategy among UK supermarkets to attract customers during a time when rising energy bills and council tax rates are impacting household budgets. As families prepare for Easter gatherings, the competition among supermarkets is fierce, with each retailer aiming to provide the best value.
With Easter just around the corner, these deals present a fantastic opportunity for families to enjoy traditional meals without the hefty price tag. Whether it's a hearty roast or a simple vegetable side dish, shoppers are encouraged to take advantage of these discounts while they last.
As the Easter weekend approaches, it’s clear that supermarkets are responding to the needs of their customers by offering significant savings on staple items. With various promotions running across multiple retailers, families can find the best deals to make their celebrations both enjoyable and economical.
In conclusion, the price cuts on vegetables at Morrisons, Asda, and Aldi reflect a growing trend among UK supermarkets to provide affordable options for families during key seasonal moments. As shoppers gear up for Easter, these offers could make all the difference in planning festive meals without financial strain.
