The new chairman of Morrisons, Any Higginson, has said that shoppers have lost faith in the pricing messages of top four supermarkets in the UK, turning instead to the discounters.

Mr Higginson, who is joining the retailer’s board this month, said that the “dialogue with customers has not been honest” and said that the so-called “big four” supermarkets had “been very focused on each other. The marketing dialogue has astonished me. It is the big four talking to each other, not their customers."