Morrisons has introduced a new price promise. It covers over 500 essential goods. All UK stores are participating.
The firm promises to match or beat shelf prices at Lidl, Aldi, Asda, Sainsbury's and Tesco. Buyers can request a price check at the checkout. Hundreds of key household goods are included on the list. This includes everyday basics such as bread and milk.
The retailer aims to help households save money. It also hopes to tackle its debt burden. Discount supermarkets have put pressure on traditional UK chains. Many have reduced shelf prices. Morrisons is trying to maintain its market share while trading conditions remain difficult.