A MAJOR supermarket has pledged that it will not be beaten on price by its rivals on hundreds of everyday products.
Today Morrisons has launched its “unbeatable prices” pledge that it will not be beaten on price by any of the other five major supermarkets.
The promise will cover more than 500 weekly essentials, to ensure shoppers can buy products at the same price or less than they would at rival stores.
The Bradford-based chain said it will guarantee low prices on fresh products including bananas, tomatoes and carrots, as well as staples such as bread, butter and chicken fillets.
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It also extends to fresh lines across the retailer’s Market Street counters, including its fishmongers and bakeries.
The news could signal another price war between supermarkets in their bid to attract more shoppers.
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Morrisons, which runs around 500 supermarkets and 1,700 convenience shops, will be hoping the strategy can help it recover a larger share of the UK grocery market, which has slipped back in recent years.
It was the sixth-largest supermarket group by market share, with an 8.5% share, in the 12 weeks to August, according to recent figures from Worldpanel.
It was recently overtaken by Lidl and also remains behind Aldi, Asda, Sainsbury’s and Tesco.
It comes two years after Morrisons first launched a price match against hundreds of Aldi and Lidl products.
Alex Paver, customer and marketing director at Morrisons, said: “Customers shouldn’t have to choose between great prices and great quality – and at Morrisons, they don’t have to.
“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.
“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 comes days after accounts showed that Morrisons shed almost 5,000 jobs last year in a bid to shore up its finances and turn around its performance.
