Morrisons has pledged to match prices with its rivals on hundreds of products, as the supermarket intensifies an emerging price war among UK grocers. The private-equity-owned chain has vowed that 500 of its “everyday essentials” will not be found cheaper at Tesco, Sainsbury’s, Asda, Aldi, or Lidl.
The Bradford-based supermarket stated that this commitment extends to items such as bananas, bread, chicken fillets, bacon, and pizza. The new scheme will also cover fresh lines from its fishmonger and bakery counters.
Alex Paver, Morrisons’s customer and marketing director, said: “Our Unbeatable price commitment means customers can trust that the prices on these products simply won’t be beaten by Asda, Tesco, Sainsbury’s, Aldi or Lidl.”
Morrisons recorded a £629m pre-tax loss in the year to October 2025 and its net debt increased from £7.1bn to £7.5bn in the last year. The company also shed nearly 5,000 jobs during this period.