Morrison's has been hammering home its value credentials recently, with promotions such as "Price Crunch" and "Fuel Britannia" helping it to attract record numbers of shoppers. That lifted its underlying sales by 2.4 per cent in its third quarter, an acceleration over the 2.2 per cent it recorded at the half year and a faster rate than major rivals.
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Overall sales are being boosted by new openings and, after delivering 10 new stores in the half – including the second of its new convenience outlets – the company said it was on course to deliver 600,000 square feet of additional space this year. But it made no comment on speculation that, along with Asda, it is in the running to acquire frozen food specialist Iceland.
