February 19th 2024.
In the world of bargain grocery shopping, Aldi and Lidl have long been the go-to stores for many of us. But now, it seems that Morrisons is ready to give these budget retailers some stiff competition. The supermarket chain has just announced a major price overhaul, promising to match Aldi and Lidl's prices on hundreds of everyday items. From cornflakes and mince to bananas and baby wipes, Morrisons is determined to show customers that their weekly essentials are just as good, if not better, than what the discounters offer.
This move comes after Lidl was named the cheapest UK supermarket by The Grocer, who compared the prices of 33 common grocery items across different stores. The results showed that Lidl's basket cost just £50.19, with Aldi coming in a close second at £50.53. In comparison, Morrisons was one of the most expensive, only behind Waitrose, with a basket costing £63.14.
But Morrisons is not taking this lying down. Starting February 19th, they will be slashing prices on over 200 items and labelling them as price-matched in-store. The retailer has also promised to check prices twice a week and make adjustments if needed, as part of their new Price Match commitment. Some examples of the price cuts include a five-pack of bananas for 78p (previously 99p) and a 400g can of chopped tomatoes for 49p (previously 60p).
Morrisons' Chief Customer and Marketing Officer, Rachel Eyre, stated that they want to reassure their customers that they offer products of the same quality or even better, at the same or cheaper prices compared to Aldi and Lidl. This is why they have launched the new Price Match campaign, hoping to bring their quality and value into sharper focus for their customers.
The Price Matched products can be found in Morrisons Supermarket stores, online, and through Click & Collect. However, they will not be matched in Morrisons Daily, Morrisons at Amazon, Deliveroo, or any other third-party channels. It's clear that Morrisons is determined to stay ahead in the competitive world of grocery shopping, and they are not afraid to take inspiration from their competitors.
Last month, Matalan also announced a major price reduction, lowering their average prices by 15% on everyday family essentials, including clothes and furnishings. This meant that a pair of men's straight cut jeans were priced at £10, down from £11. To put that into perspective, low-cost clothing giant Primark's website currently lists a pair of men's Straight Leg Jeans for £9.
It's clear that Morrisons is not the only store taking inspiration from their competitors' low prices. But regardless of where the inspiration comes from, it's ultimately the customers who benefit from these price reductions. So, whether you're a loyal Morrisons shopper or looking to try out some new stores for your weekly shop, keep an eye out for these price-matched items and enjoy some great bargains.
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