Morrisons has introduced a new price promise. It covers more than 500 everyday products. All UK stores are participating.
The firm promises to match or beat costs at Lidl, Aldi, Asda, Sainsbury's and Tesco. Customers can request a price check at the checkout. Hundreds of key household goods 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. Budget rivals have put pressure on traditional UK chains. Many have lowered their charges. Morrisons is trying to defend its position while economic pressures continue.