Morrisons has introduced a new price promise. It covers more than 500 daily items. All UK stores join in.
The firm pledges to match or beat shelf prices at Lidl, Aldi, Asda, Sainsbury's and Tesco. Buyers can request a price check at the checkout. Hundreds of key staples are included on the list. This includes everyday basics such as bread and milk.
The retailer is looking 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 defend its position while economic pressures continue.