Morrisons joins the price match game
A major supermarket has joined the ranks of offering a price match guarantee against Aldi and Lidl, following in the footsteps of other big-name chains.
How the price match works
Morrisons will match prices on over 200 products, which will be marked on shelves as either the same price or lower than the German discounters.
Competition in the supermarket industry
Asda recently took a similar step, becoming the first chain to match both Aldi and Lidl, while Tesco and Sainsbury's offer a singular Aldi promise.
Focus on popular products
The price match promise by Morrisons will cover products like fruit and veg, pasta, flour, mince, and milk – items that people buy frequently.
Reassurance for customers
While the announcement won't result in price cuts for most matched products, a spokesperson for Morrisons emphasized that the move is about reassuring customers and improving perception.
Market share battle
Aldi and Lidl have been gaining customers from traditional supermarkets like Morrisons over the last decade, with Morrisons' market share dropping from 11.3% to 8.8%.
Chief customer and marketing officer's statement
Rachel Eyre from Morrisons stated, "We have launched our new Price Match to bring our quality and value into even sharper focus for our customers."
Products included in the price match
Some of the items included in Morrisons' Aldi and Lidl price match guarantee are British semi-skimmed milk, bananas, carrots, steak mince, and more.
How to save on your supermarket shop
Aside from shopping at cheaper supermarkets, making a list beforehand, buying own-brand goods, checking unit prices, and utilizing supermarket loyalty schemes can help save money on groceries.
Find more money-saving tips and supermarket comparisons on our Sun Money Chats and Tips Facebook group.
