Morrisons has rolled out a new price promise. It covers over 500 daily items. All UK stores are participating.
The firm promises to match or beat costs 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 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 reduced shelf prices. Morrisons is trying to maintain its market share while economic pressures continue.