Morrisons has rolled out a new price promise. It covers over 500 essential goods. All UK stores are taking part.
The firm pledges to match or beat costs at Lidl, Aldi, Asda, Sainsbury's and Tesco. Buyers 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 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 economic pressures continue.