Bradford-based UK supermarket chain Morrisons has introduced a new initiative to reassure its customers about pricing.

From Monday 19 February 2024, the supermarket will be implementing a Price Match scheme ensuring that hundreds of weekly essential items are competitively priced in comparison to discount rivals Aldi and Lidl.

Signage in Morrisons stores and online will guide customers towards products that are price-matched to either Aldi or Lidl, depending on which offers the lower price.

More than 200 items will be included in this initiative, including essential products such as cornflakes, canned tomatoes, baby wipes, rice and bread, and household cleaning products such as anti-bacterial spray, bleach and toilet rolls.

Morrisons is emphasising its commitment to British farming by including 100% British beef mince, chicken fillets, semi-skimmed milk and carrots in the Price Match selection.

Twice-weekly price checks

Morrisons pledges to monitor prices twice a week and make adjustments as necessary to ensure competitiveness and align with other supermarket price-matching programmes.

Morrisons chief customer and marketing officer Rachel Eyre expressed the supermarket's intent behind the initiative, stating:

"We want to reassure our customers that we have hundreds of products that are the same price or cheaper...than those available at Aldi and Lidl." Eyre hopes that this initiative will underscore Morrisons' commitment to providing quality and value to its customers.

Continued savings and loyalty rewards

Morrisons has continued its 2023 cost-saving efforts into the new year, with more than 200 popular products seeing price reductions, from breakfast options to fresh produce.

Its More Card loyalty programme offers exclusive prices and points on selected products both in-store and online. Accumulated points can be redeemed for a Morrisons Fiver to use in-store or online once a customer has accrued 5,000 points.

The price-matched products will be available in Morrisons stores, online and through Click & Collect services.

The reductions will not be applicable in Morrisons Daily or Morrisons at Amazon, or via Deliveroo and other third-party channels.

The availability of Aldi & Lidl price-matched products may vary per store and online and is subject to availability.

The scheme aims to reassure customers on pricing while maintaining the quality and value they expect from the Morrisons brand.