Morrisons price checker

Morrisons’ price checker allows people to see the price history of a product

Morrisons’ much-trailed online price checker went live today (27 May).

Customers using the price-tracking tool on will be able to trace the pricing history of the products included in the ‘I’m cheaper’ campaign going back to 3 February.

The move follows Morrisons’ declaration on 1 May it was permanently slashing the prices of 1,200 everyday essential grocery items. CEO Dalton Philips said at the time that by publishing the price history of the reduced lines, Morrisons was bringing in “a new era of transparency”.

“As a nation, we’re watching what we’re spending to help stretch our household budget,” said Morrisons’ digital marketing director Amanda Metcalfe today.

“Food prices can move up and down and that’s partly because of the number of deals that we offer. Customers therefore want to know whether they’re getting a really good deal.”

Morrisons admitted the list would show 10 products that, even after this month’s price cuts, have actually risen in price over the last three months.

“We want customers to have complete faith in our value for money and we’re hoping that this ‘warts and all’ approach to our pricing will help,” added Metcalfe.

The price checking tool, which is powered by, is located at