Large supermarket is the latest to offer Aldi and Lidl price match on 200 items
A MAJOR supermarket has become the latest to offer a price match guarantee from Aldi and Lidl, after several major chains.
Morrisons is trying to win back shoppers from German discounters by aligning the prices of more than 200 products.
From Monday, items on shelves will be marked at the same price or lower as Lidl and Aldi.
It comes after Asda also recently made a similar move, becoming the first chain to promise to rival both discount supermarkets.
Other retail giants, such as Tesco and Sainsbury's, offer a unique Aldi promise.
Morrisons' price match promise will be tested against rivals twice a week.
The chain said the products it chose are products that people buy a lot.
These include fruits and vegetables, pasta, flour, minced meat and milk.
It is important to keep in mind that the announcement does not mean any price reductions for most products included in the competition.
A Morrisons spokesperson said: “The vast majority of products now price-matched across Aldi and Lidl were already priced the same. Today's announcement is about reassuring customers and helping change perception.”
Aldi and Lidl have been taking customers away from traditional supermarkets over the past decade.
About a decade ago, Morrisons had 11.3% of the supermarket market, while now it has just 8.8%, according to the most recent data from Kantar.
In the same period, Aldi's market share increased from 4.1% to 9.3%, while Lidl also grew from 3.1% to 7.5%.
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 have come to expect, than those available from Aldi and Lidl. That 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.”
Morrisons has not revealed the full list of items included in the match guarantee.
Here is a selection of the items included in the Morrisons Aldi and Lidl price match:
- British semi-skimmed milk 4 pints – £1.45
- Bananas 5 pack – 78 pcs
- Carrots 1kg – 65pcs
- Onions 1kg – 99 pcs
- British steak mince 5% fat 500g – £3.49
- Chopped tomatoes 400g – 49pcs
- Chicken Breast Fillets 1kg – £6.49
- White bread sandwich 800g – 75 pcs
- Orange pumpkin without added sugar double concentrate 1.5L – 95p
- Penne pasta 500g – 75 pcs
- Plain flour 1.5kg – 79pcs
It comes at a time when food prices are starting to fall after years of steady increases.
While prices rose across the economy, food was one of the strongest gainers. Although companies reduce their prices, this often only occurs from a higher starting level of the past two years.
Traditional supermarkets have felt pressure in recent years from German discounters Aldi and Lidl, which offer products at lower prices.
How can I save on my supermarket shopping?
Shopping at cheaper supermarkets is just one way to save money on your groceries.
You can also try making a list in advance, as this will make you less likely to make hasty purchases.
Buying own-label products from supermarkets rather than big brands will also help reduce costs.
Some supermarkets also have 'clunky' produce programs, where you pay less for fresh produce that is misshapen or imperfect but still perfectly tasty.
For example, with Lidl's Waste Not scheme you can get five kilos of fruit and vegetables for just €1.50.
Checking how much a product costs per unit is a useful way to find the best value.
Look at the price per kg/lb/liter so you make a comparable decision.
And when shopping, don't forget the supermarket loyalty programs, where you can collect points that you can spend at a later store.
For example, Sainsbury's has Nectar and Tesco has Clubcard.
Additionally, look for yellow or red stickers on food products that indicate they have been reduced in price.
Meanwhile, the exact cost of a weekly shop at eight major supermarkets has been revealed – and the cheapest will save you more than £40.
And the UK's cheapest supermarket for 2023 has been named – and it could save almost £20 per store.
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