Morrisons has confirmed a new 'Unbeatable Prices' commitment, promising customers that prices on hundreds of everyday essentials are the same or lower than those offered at other major competitors. The initiative, announced on August 24, is designed to help budget-savvy shoppers save money and covers more than 500 weekly staples.
The grocer has advised that it means it "will not be beaten by those at Aldi, Lidl, Tesco, Sainsbury’s or Asda." The commitment guarantees the lowest prices on items including bananas, salad tomatoes, carrots, bread, butter, chicken fillets, bacon and pizzas.
Coverage and availability
The commitment has also been extended to cover fresh produce sold at Market Street counters that are freshly prepared by experts, allowing shoppers to purchase freshly prepared cod at the fishmonger, or request extra mature cheese to be cut to size at the deli. According to Morrisons, this allows the initiative to combine low prices with quality, freshness and expert service, making it "unique" to the supermarket.
The launch has been designed to provide customers with the "total confidence" they can complete a full weekly shop without shopping around. Clear signage in store and online will highlight the commitment, which is also available to shop by Click & Collect. The scheme will not be available at Morrisons Daily stores, or through third party services such as Deliveroo, Amazon and Just Eat.
Statement from Morrisons
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. Our Unbeatable price commitment means customers can trust that the prices on these products simply won’t be beaten by Asda, Tesco, Sainsbury’s, Aldi or Lidl."
"And uniquely at Morrisons, that unbeatable value comes alongside the quality, freshness and expert service we’re famous for - from bread baked fresh in store to food prepared by our skilled Market Street colleagues. It’s a simple promise, exceptional quality, at unbeatable prices, giving customers more reasons to shop at Morrisons."
Market position and closures
The commitment comes two years after Morrisons launched its first Aldi and Lidl 'price match' scheme following tough competition from its German discounter rivals, both of which have now overtaken the supermarket in the UK's top five grocer rankings. In 2022, Aldi officially climbed past Morrisons to become the UK's fourth largest supermarket, marking the end of the traditional 'big four' line-up that had consisted of Asda, Sainsbury's, Tesco and Morrisons for almost two decades.
Lidl then climbed to become the UK's fifth-largest supermarket earlier this year, meaning Morrisons has now slid to being the sixth-largest supermarket across the nation. The switch to cheaper supermarkets came as surging food inflation caused many shoppers to seek out much cheaper alternatives, with the cost of living also seeing many other essential necessities soar, including an increase in energy bills.
Morrisons' new pricing strategy also comes after it was announced that the supermarket chain would be closing down 100 Daily Convenience stores, targeting those located in loss-making areas. Set to take place over the coming months, these closures could result in hundreds of job losses, although the retailer has stated that it will try to find alternative roles within the business for those affected "where possible."
