Morrisons has introduced a new price promise. It covers more than 500 daily items. All UK stores are taking part.
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 staples are included on the list. This includes pantry items like bread and milk.
The retailer aims to help families reduce grocery bills. It also hopes to tackle its debt burden. Discount supermarkets have put pressure on traditional UK chains. Many have lowered their charges. Morrisons is trying to maintain its market share while economic pressures continue.