Morrisons has launched a new initiative in a bid to reclaim some of the customers it’s lost to German discounters, Lidl and Aldi, in recent years.
The supermarket is now matching prices with Lidl and Aldi on more than 200 frequently purchased products.
Beginning in stores on Monday, the prices will be checked twice a week against rivals but will only feature a small portion of the groceries on sale at the supermarket.
Price-matched products aren’t expected to see huge price reductions, however.
“The vast majority of the products which are now Price Matched to Aldi and Lidl were already the same price, today’s announcement is about reassuring customers and helping to change perception,” the supermarket said.
It mirrors a recent approach by Asda, indicating the growing impact the two German retailers are having on the more traditional supermarkets, especially during the cost-of-living crisis, when a rising number of customers flocked to discounters.
Morrisons witnessed a decline in its market share from 11.3% to 8.8% over the last decade, according to the latest data from Kantar.
In contrast, Aldi and Lidl have experienced substantial growth, underscoring the challenges faced by traditional supermarkets.
Rachel Eyre, Morrisons' chief customer and marketing officer, said: “We want to reassure our customers that we have hundreds of products that are the same price or cheaper, with the quality they’ve come to expect from us, than those available at Aldi and Lidl which is why we have launched our new Price Match.
“We hope this new campaign will bring our quality and value into even sharper focus for our customers.”