Morrisons has launched a new round of price reductions and bulk deals on laundry essentials, specifically aimed at households preparing for the back-to-school season. Under the August Cleaning Event, customers can access mix-and-match offers on washing detergents, fabric softeners, and fragrance enhancers. Separate discounts apply to stain removers and cleaning sprays.
The main promotion features a three-item bundle for £12, allowing shoppers to choose one detergent pod pack, one fabric conditioner, and one scent booster from brands including Bold, Lenor, and Ariel. The retailer claims this deal cuts costs by £4.75 compared to individual purchases. Additionally, Scrub Daddy scrubbers are available at two for £5.
Larger product sizes have also seen price adjustments: Vanish Gold and Vanish Pink (850g) have dropped from £8 to £7.25, while Fairy STS Fresh Spray (500ml) is now £3 after a 75p reduction. These savings remain in effect until 20 September.
This initiative follows Morrisons’ broader pricing strategy, which now includes a price-match guarantee on 500 key products against its four largest competitors, as well as Aldi and Lidl. Sales data from Worldpanel shows a 3.3% increase over the 12 weeks ending 9 August, with volume growth of 3% year-over-year. However, the guarantee does not extend to loyalty program discounts like Clubcard or Nectar.
The focus on laundry promotions aligns with Morrisons’ broader effort to emphasize affordability as it adjusts its competitive approach. The back-to-school period, when households typically handle more laundry, provides an ideal window for these discounts, even if the savings remain modest for most buyers.
This campaign marks the latest step in Morrisons’ transition away from its previous Aldi-Lidl price match policy. The retailer is now making a broader pricing commitment, betting that customers will prioritize cost efficiency over brand-specific rewards. The move reflects a deliberate shift toward direct price comparisons across its full product range.
Morrisons’ sales performance suggests the strategy may be gaining traction. The 3.3% growth in the latest period indicates progress, though the retailer continues to face pressure in a highly competitive market. The new pricing approach aims to strengthen its position by offering clearer value comparisons.
