Morrisons promises not to be beaten on price by rivals

The pledge covers more than 500 essential items and forms part of the retailer’s latest strategy to win back shoppers in the highly competitive UK grocery market.

The Bradford-based supermarket chain, which operates around 500 stores and 1,700 convenience outlets, has seen its market share decline in recent years.

In the 12 weeks to August, Morrisons held an 8.5% market share, according to Worldpanel, placing it behind Tesco, Sainsbury’s, Asda, Aldi, and Lidl.

Morrisons has since launched its new “unbeatable prices” promise, ensuring that customers will not pay more for selected items than they would at any of its five main competitors.

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 price promise covers a range of fresh produce, including bananas, tomatoes, and carrots, as well as everyday staples like bread, butter, and chicken fillets.

It also applies to fresh food prepared at Morrisons’ Market Street counters, including products from its in-store fishmongers and bakeries.

The move comes two years after Morrisons launched a price match scheme against Aldi and Lidl in an effort to stem customer losses to the German discounters.

It also follows recent financial disclosures revealing that the retailer cut nearly 5,000 jobs last year as part of wider efforts to stabilise the business and improve performance.

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