Morrisons has announced strong first quarter trading results, as like-for-like sales excluding fuel rose by 3.4% for the 13 weeks until April 30. 

The grocery multiple attributed the growth to strong performances during key events such as Valentine’s Day, Mother’s Day and Easter, along with a new wave of ‘Price Crunch’ lower prices introduced on key product lines. 

David Potts, chief executive, said: “Our new financial year has started well, thanks once again to the dedication of our team of food makers and shopkeepers. We are improving the shopping trip in many different ways, which is making Morrisons more popular and accessible for customers. These new initiatives in-store, online, in wholesale and services are beginning to build a broader, stronger Morrisons. 

“We are confident we will continue to turnaround and grow Morrisons. Our expectations and guidance for 2017/18 are unchanged, including year-end net debt of less than £1bn.” 

During the period Morrisons further expanded its ‘Best’ range and introduced a healthy eating ‘Eat Smart’ range. Additionally, a new clothing womenswear offer called ‘Nutmeg’ was introduced into over 50 stores, extending into baby and child accessories too. 

Morrisons at Amazon also continues to grow, with the same-day and one-hour delivery service recently extended into more London postcodes.