Morrisons has announced its 'Unbeatable Prices' commitment, covering over 500 weekly shopping staples, including bananas, salad tomatoes, carrots, bread, butter, chicken fillets, bacon and pizzas. The supermarket says customers will not find these products at lower prices in other supermarkets such as Lidl, Aldi, Tesco, Asda or Sainsbury's.
Clear signage in-store and online
The initiative includes clear signage in-store and online highlighting products with 'Unbeatable Prices'. It also extends to key fresh lines across Morrisons' Market Street counters, including the deli and fishmongers in larger stores.
Alex Paver, Customer and Marketing Director at Morrisons, said: "Customers shouldn’t have to choose between great prices and great quality - and at Morrisons, they don’t have to."
Commitment details and exclusions
The commitment is available in Morrisons supermarkets, online and via click & collect. However, prices are not available in Morrisons Daily, via Morrisons on Amazon, Deliveroo or third-party partners. Promotions, multibuys and Loyalty Prices are excluded from the guarantee, as are in-store only promotions.
To ensure its commitment, Morrisons matches the individual advertised price of each product, excluding any promotions, multi-buy offers, loyalty card prices and in-store only promotions. It checks the price of selected comparable products in-store and/or online in England, Scotland and Wales twice a week, and the price most often found is matched. It does not compare in Northern Ireland.
Which? ranking context
Despite the pledge, Morrisons was named the 6th cheapest supermarket by consumer group Which?. Aldi has consistently taken the number one spot, followed closely by Lidl in second place. Also ranking higher than Morrisons in that analysis are Asda, Sainsbury's (with a Nectar Card) and Tesco (with a Clubcard).
