Morrisons has launched a new price promise. It covers more than 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 shoppers cut spending. It also wants to manage its debt burden. Budget rivals have put pressure on traditional UK chains. Many have reduced shelf prices. Morrisons is trying to defend its position while economic pressures continue.