Morrisons has introduced a new price promise. It covers over 500 essential goods. All UK stores join in.
The firm pledges to match or beat shelf prices at Lidl, Aldi, Asda, Sainsbury's and Tesco. Shoppers can request a price check at the checkout. Hundreds of key groceries are included on the list. This includes pantry items like bread and milk.
The retailer is looking to help shoppers cut spending. It also hopes to tackle its debt burden. Discount supermarkets have put pressure on traditional UK chains. Many have lowered their charges. Morrisons is trying to defend its position while economic pressures continue.