Morrisons has rolled out a new price promise. It covers over 500 everyday products. 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 everyday basics such as bread and milk.
The retailer aims to help shoppers cut spending. It also hopes to tackle its debt burden. Budget rivals have put pressure on traditional UK chains. Many have cut grocery costs. Morrisons is trying to maintain its market share while trading conditions remain difficult.