Overview
- Morrisons launched the new 'Unbeatable Prices' commitment on Monday, promising more than 500 everyday items will not be cheaper at Tesco, Sainsbury’s, Asda, Aldi or Lidl and extending the guarantee to fresh Market Street counter lines.
- The pledge applies in supermarkets, online and via Click & Collect and will be shown with in-store and online signage to make the covered items easy to find for shoppers.
- Key exclusions limit the offer’s reach: Morrisons Daily convenience shops, third-party delivery partners (such as Amazon or Deliveroo), promotions, multibuys and loyalty-only prices are not covered.
- The move is pitched as a customer recovery tactic after market share fell to about 8.5% in the 12 weeks to August, and follows a prior price-match scheme aimed at Aldi and Lidl.
- Morrisons faces heavy financial pressure—a £629m pre-tax loss to October 2025, nearly 5,000 job cuts and roughly £7.5bn of net debt—which raises questions about how far the chain can sustain deeper price competition and what that will mean for margins and cost-saving plans.