Morrisons has launched a new price promise. It covers over 500 essential goods. All UK stores are participating.
The firm pledges 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 households save money. 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.