Morrisons is launching a new price match campaign, offering hundreds of weekly essentials at the same price or lower than at Aldi and Lidl.
From today (19 February), Morrisons will introduce signage in its stores and online to showcase which items are price matched to the discounters.
Over 200 products will feature in the campaign including cupboard staples such as corn flakes, canned tomatoes, rice, bread and baby wipes, as well as household cleaning items such as anti-bac spray, bleach and toilet rolls.
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The supermarket giant is also looking to showcase its commitment to British farming, with 100% British beef mince, chicken fillets, semi-skimmed milk and carrots also included in the price match.
Morrisons will be checking prices twice per week and will adjust them if needed.
Morrisons chief customer and marketing officer Rachel Eyre said: “We want to reassure our customers that we have hundreds of products that are the same price or cheaper – with the quality they’ve come to expect from us – than those available at Aldi and Lidl which is why we have launched our new price match.
“We hope this new campaign will bring our quality and value into even sharper focus for our customers.”
The price match follows on from Morrisons previous investments into price this year, having cut the price of over 200 products by an average of 20% and having locked the prices of over 1,000 items following the expensive Christmas period.
It also comes as Asda became the first supermarket to price match both Aldi and Lidl in January across 287 everyday grocery products.
