Morrisons has rolled out a new price promise. It covers more than 500 essential goods. All UK stores are participating.
The firm pledges to match or beat shelf prices 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 pantry items like bread and milk.
The retailer is looking to help households save money. It also hopes to tackle 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 trading conditions remain difficult.