Morrisons has promised to meet the prices of Aldi, Lidl, Sainsbury’s, Tesco and Asda in a new sector-wide price match scheme.
The new ‘Unbeatable Prices’ commitment will “guarantee the lowest price” on over 500 core grocery staples like chicken, butter and pizzas, alongside products from Morrisons’ Market Street counters.
It will replace Morrisons’ existing Price Match initiative, which launched in 2024, and matched the price of 200 individual lines at both Aldi and Lidl.
Morrisons would now make sure its prices were “the same or lower than those offered at other major competitors” it said. It will monitor changes in prices twice a week and beat whoever is cheapest across the included lines, The Grocer understands.
It will not match either Clubcard or Nectar prices, however.
Unbeatable Prices would be highlighted in its supermarkets through dedicated PoS and banners online. The scheme is not currently available in Morrisons Daily stores, nor via its aggregate grocery delivery partners.
“Customers shouldn’t have to choose between great prices and great quality – and at Morrisons, they don’t have to,” said Morrisons customer and marketing director Alex Paver.
“Our Unbeatable Prices commitment means customers can trust that the prices on these products simply won’t be beaten by Asda, Tesco, Sainsbury’s, Aldi or Lidl. And uniquely at Morrisons, that unbeatable value comes alongside the quality, freshness and expert service we’re famous for – from bread baked fresh in store to food prepared by our skilled Market Street colleagues.
“It’s a simple promise, exceptional quality, at unbeatable prices, giving customers more reasons to shop at Morrisons,” Paver added.
Morrisons first supermarket to price match all big four rivals
It makes Morrisons the first supermarket to explicitly pledge to meet all of the traditional big four, as well as both discounters, through its price match scheme.
Asda previously matched both Aldi and Lidl, but ditched the short-lived scheme after just over a year in January 2025. The following January it pledged to undercut the loyalty prices of Tesco, Sainsbury’s and Morrisons on “thousands of products” as part of a new everyday low price commitment.
Both Tesco and Sainsbury’s continue to match hundreds of their products to Aldi, as part of their own Aldi Price Match schemes, but have been reducing the number of matched SKUs over the past couple of years.
Having stabilised Morrisons’ market share, CEO Rami Baitiéh is looking to push on with his turnaround plan.
Morrisons sales grew 3.3% over the 12 weeks to 9 August, according to the latest Worldpanel data published last week. It pushed its market share up by 0.1% to 8.5%.
No comments yet