Morrisons has introduced a new price promise. It covers more than 500 essential goods. All UK stores are participating.
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 everyday basics such as bread and milk.
The retailer aims to help families reduce grocery bills. It also wants to manage 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 trading conditions remain difficult.