Morrisons launches price match scheme against major UK supermarket rivals

Morrisons has launched a new ‘Unbeatable Prices’ commitment, pledging to match or beat the prices of its major competitors on more than 500 core grocery staples. The scheme aims to ensure customers pay the same or lower prices than those offered at Aldi, Lidl, Asda, Tesco, and Sainsbury’s.

The price match covers essential items such as chicken, butter, bread, bananas, tomatoes, and carrots, as well as products from Morrisons’ Market Street counters, including fish and bakery items. This initiative replaces a previous 2024 program that only matched 200 lines from Aldi and Lidl. Morrisons intends to monitor price changes twice weekly to maintain its guarantee.

The move is seen as an attempt to regain market share in the UK grocery sector, where Morrisons recently held an 8.5% share, placing it behind major rivals and discounters. The scheme is currently unavailable in Morrisons Daily convenience stores or through aggregate grocery delivery partners.