Morrisons has introduced a new price pledge covering over 500 everyday products, vowing to match or undercut prices at major competitors including Aldi, Asda, Lidl, Sainsbury’s, and Tesco. The initiative, branded as 'unbeatable prices,' is intended to bolster the supermarket's competitive standing as it navigates significant debt and strives to enhance its financial performance.
The selected products span staples such as bananas, tomatoes, carrots, bread, and butter, as well as chicken fillets. The price-match guarantee extends to certain fresh items available at Morrisons' Market Street counters, including bakery goods and fishmonger offerings. Specifically, cod prepared at fishmonger counters, cheddar cheese cut to order at deli counters, and in-store doughnuts are included in the pledge.
This move represents an escalation of Morrisons' focus on pricing, following a similar scheme launched two years ago that matched hundreds of Aldi and Lidl products. The 'unbeatable prices' commitment is applicable in Morrisons supermarkets, online, and via click and collect services. However, it will not be valid in Morrisons Daily convenience stores, on purchases made through Morrisons on Amazon or Deliveroo, or with other third-party partners. Exclusions also apply to promotions, multibuys, loyalty prices, and in-store only offers.
The supermarket is currently working to overcome challenges in the highly competitive grocery sector. Morrisons' debt reached £7.52 billion last year, a figure accumulated as the company undergoes a significant restructuring aimed at improving its financial health and attracting more customers. Earlier in 2026, Lidl surpassed Morrisons as Britain's fifth-largest supermarket chain.
In line with its cost-cutting drive, Morrisons has reduced its workforce. During the last financial year, the company's employee count decreased by nearly 5,000, falling from an average of 101,144 to 96,232 as part of restructuring and efficiency efforts. Despite these workforce adjustments, Morrisons reported a 3.2% increase in full-year revenue, reaching £15.8 billion, with like-for-like sales up by 2.8%. The company also achieved £233 million in savings during the year and anticipates surpassing its £1 billion cost-saving target by the end of the 2025-26 financial year.
Alex Paver, customer and marketing director at Morrisons, stated that customers should not have to choose between price and quality. "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," Paver said. He further highlighted that this value is combined with Morrisons' known quality and service, citing in-store baked bread and fresh food prepared by Market Street colleagues as examples. "It’s a simple promise, exceptional quality, at unbeatable prices, giving customers more reasons to shop at Morrisons," he added.