Morrisons has lowered prices across a wide range of essentials as part of a pledge to offer the most affordable options compared to other major competitors.

The supermarket retailer’s ‘Unbeatable Prices’ commitment covers over five hundred weekly essentials as the business aims to attract more customers by lowering costs.

As part of the new commitment, Morrisons aims to provide the lowest-priced products compared to Asda, Tesco, Sainsbury’s, Aldi or Lidl.

The supermarket will highlight the discounted products online and in-store with clear signage.

Some of the essentials which are part of the ‘Unbeatable Prices’ scheme include bananas, salad, tomatoes and carrots, alongside kitchen staples like bread, butter, chicken fillets, bacon and pizzas.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Additionally, the supermarket retailer will offer slashed prices across fresh lines at the Morrisons’ Market Street counters.

Alex Paver, customer and marketing director at Morrisons said: “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 new discounts are now available in Morrisons supermarkets, online and with click & collect, with the exclusion of Morrisons Daily, delivery platforms or third-party delivery partners.

This move is part of the retailer’s wider commitment to help families save and comes after the recent launch of its summer savings rollout.