Morrisons Announces Price Match with Aldi & Lidl On 200 Essential Products
- Morrisons matches Aldi and Lidl prices on over 200 items, starting at 49p
- Strategy aims to retain customers with competitive pricing on high-demand products
- Initiative follows similar moves by Asda, while Tesco and Sainsbury's offer limited matches
- Reported by Ellie Smitherman, Money - Latest Business, Retail & Property
Morrisons has stepped up its game in the fiercely competitive grocery market by launching a price match guarantee against discount powerhouses Aldi and Lidl for more than 200 essential products.
This bold move, starting Monday, is part of Morrisons' strategy to keep its customers from flocking to the budget-friendly options offered by its German competitors. Highlighting the price parity on the shelves, Morrisons aims to showcase the value and quality it provides on everyday staples. This initiative echoes Asda's recent commitment to price match both Aldi and Lidl, setting Morrisons apart from Tesco and Sainsbury's, which have focused solely on matching Aldi.
Ellie Smitherman at The Sun covers the effort by Morrisons to shift consumer perceptions and underscore the supermarket's competitive edge. Morrisons' spokesperson has clarified that the campaign is aimed more at reaffirming the store's value proposition rather than cutting prices across the board.
With Aldi and Lidl's market shares growing at the expense of traditional supermarkets like Morrisons, Rachel Eyre, Chief Customer and Marketing Officer at Morrisons, expresses confidence in the new Price Match campaign. This move highlights Morrisons' dedication to quality and affordability.
Key Price Matches Include:
- British semi-skimmed milk 4 pints – £1.45
- Bananas 5 pack – 78p
- Carrots 1kg – 65p
- Onions 1kg – 99p
- British steak mince 5% fat 500g – £3.49
- Chopped tomatoes 400g – 49p
- Chicken breast fillets 1kg – £6.49
- Toastie white loaf 800g – 75p
- Orange squash no added sugar double concentrate 1.5L – 95p
- Penne pasta 500g – 75p
- Plain flour 1.5kg – 79p
This list showcases Morrisons' commitment to affordability across a range of grocery essentials, amidst a period where grocery prices are beginning to ease after sustained increases.
For consumers aiming to further maximize their savings, tactics such as planning purchases, opting for store brands, and engaging in loyalty programs remain beneficial. Additionally, the opportunity to save through schemes like Lidl's Waste Not initiative underscores the value in being flexible and open to imperfect produce.
Tom Church, Co-Founder of LatestDeals.co.uk, commented, "Morrisons' decision to match Aldi and Lidl prices on over 200 products is a testament to their commitment to value, directly addressing customer needs for affordability without sacrificing quality. It's a strategic move that not only benefits consumers but also strengthens Morrisons' position in the competitive grocery market."
Those prices seem similar to what they were charging before before the price match. I use Morrisons occasionally they have some decent quality stuff and their meat is excellent generally. Just seems like free advertising for Aldi and Lidl to be honest when you see 'price match' rather than 'price beat'
The big supermarkets are trying hard to get a share of cheap ones and while they are cutting prices, the cheap ones cut more. The customers are the winners eventually.
eshine We aren't really winners shops like Lidl and Aldi have more imported goods and it just adds to our trade deficit, borrowing and austerity. We are getting much poorer as a nation mainly due to how consumers spend their money with the trade deficit being the most damaging of our economic woes. Save a penny on a tin of beans but pay £400 extra on council tax.
Morrisons maybe cheaper in those things but they’ve defo put their prices up on others. I’m going further afield now to Asda as i find they are better and cheaper but also the loyalty points are better. Morrisons are rubbish at the min.