Overview
- Morrisons launched the 'unbeatable prices' pledge on Monday and said it will match or beat prices at Asda, Tesco, Sainsbury’s, Aldi and Lidl for more than 500 everyday items.
- The guarantee explicitly covers fresh produce and items prepared at Market Street counters, including bakery and fishmonger lines, to marry low prices with in‑store quality.
- Worldpanel data show Morrisons’ market share slipped to about 8.5% in the 12 weeks to August, a decline the company says the pricing push aims to reverse.
- The initiative follows earlier price‑matching moves and recent company accounts that recorded nearly 5,000 job cuts last year as Morrisons works to stabilise finances.
- Analysts say the pledge could intensify price competition across UK grocers, which may lower prices for shoppers but could squeeze margins for full‑service chains and discounters alike.