Morrisons has introduced a new price promise. It covers over 500 daily items. All UK stores are taking part.
The firm promises 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 household goods 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 lowered their charges. Morrisons is trying to defend its position while economic pressures continue.