Morrisons has launched a new supermarket price match commitment covering more than 500 weekly essentials, as the grocer seeks to drive a recovery in its share of the UK grocery market
Morrisons has promised customers that it will not be undercut on price by its key supermarket competitors across hundreds of everyday items. The commitment signals a potential further escalation in the price war amongst the UK’s leading grocers as they compete to attract more shoppers.
Morrisons, which operates approximately 500 supermarkets and 1,700 convenience shops, will be hoping its pricing strategy can help fuel a recovery in its slice of the UK grocery market, which has dwindled in recent years.
It ranked as the sixth-largest supermarket group by market share, holding an 8.5% share, in the 12 weeks to August, according to recent figures from Worldpanel. The Bradford-based retailer was recently overtaken by Lidl and continues to trail behind Aldi, Asda, Sainsbury’s and Tesco.
On Monday, Morrisons unveiled its “unbeatable prices” commitment, vowing it will not be beaten on price by any of its five major supermarket rivals. The pledge will encompass more than 500 weekly essentials, ensuring shoppers can purchase products at the same price or lower than they would find at competing stores.
The chain confirmed it will guarantee low prices on fresh produce including bananas, tomatoes and carrots, as well as staples such as bread, butter and chicken fillets.
The commitment also extends to fresh lines across the retailer’s Market Street counters, including its fishmongers and bakeries. The move follows two years after Morrisons initially introduced a price match against hundreds of Aldi and Lidl products as part of its counter-offensive against the German discount retailers.
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.”
The announcement arrives days after accounts revealed 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.









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