Morrisons has launched a new "unbeatable prices" commitment covering more than 500 everyday essential items, promising shoppers that its prices will not be beaten by any of its big supermarket rivals.
The Bradford-based grocer, which runs around 500 supermarkets and 1,700 convenience shops, confirmed the pledge covers key weekly staples like bananas, tomatoes, carrots, bread, butter, and chicken fillets. The promise also includes fresh lines across its Market Street counters, such as its in-store bakeries and fishmongers.
Under the new strategy, Morrisons guarantees customers will pay the same or less for these products compared to prices at Asda, Tesco, Sainsbury’s, Aldi, and Lidl.
Escalation in the supermarket price war
The move signals a fresh escalation in the UK supermarket price war as Morrisons fights to regain lost market share. According to recent figures from Worldpanel, the retailer currently holds an 8.5% share of the UK grocery market, placing it sixth behind many of its main rivals.
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."
He continued: "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."
Two years since the Aldi and Lidl price match
The change comes two years after Morrisons first launched a price match against hundreds of Aldi and Lidl products as part of its fightback against the German discounters.
The move covered over 200 items including cornflakes, canned tomatoes, baby wipes, rice, bread, and household cleaning supplies such as bleach and toilet rolls. It also covered 100 per cent British beef mince, chicken fillets, semi-skimmed milk, and carrots.
The retailer put signage up in stores and online to make it easy for customers to spot Price Matched products.
Recent job cuts
Today's announcement comes less than a week after accounts showed that Morrisons shed almost 5,000 jobs last year as part of efforts by the private equity-backed grocer to shore up its finances and turn around its performance.
Its average monthly workforce fell from 101,144 people to 96,232 for the year to October last year, according to accounts published on Companies House.
