Morrisons is the latest supermarket chain to match Aldi and Lidl on prices of some products in an attempt to win back customers.
From Monday more than 200 products will be marked as either being the same or a cheaper price of Aldi and Lidl.
The price match guarantee will be checked against the two discount retailers.
Morrisons said, “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.”
Chief customer and marketing officer Rachel Eyre 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.”
