Morrisons has introduced a new price promise. It covers over 500 everyday products. All UK stores are taking part.
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 staples are included on the list. This includes pantry items like 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 trading conditions remain difficult.