UK supermarket chain Morrisons has introduced a price commitment covering more than 500 weekly essential items, pledging that costs will match or undercut competitor pricing across the range.
The scheme takes in everyday goods such as fresh produce – bananas, salad tomatoes and carrots among them – as well as core items, including bacon, bread, butter, chicken fillets and pizzas.
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Fresh counter goods from the retailer’s market street sections, spanning fishmonger, deli and bakery ranges, are also included.
Items falling under the scheme will be marked with dedicated signage both in physical stores and on the retailer’s website.
The pledge is limited to Morrisons’ main supermarket estate, its online platform and click and collect service.
It does not extend to Morrisons Daily outlets, sales through Morrisons on Amazon, Deliveroo orders or any third-party retail partners.
Items on promotion, multi-buy deals, loyalty-scheme pricing and offers restricted to physical stores fall outside the commitment’s scope.
Morrisons customer and marketing director Alex Paver said: “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.”
The announcement comes after disclosures that Morrisons had cut close to 5,000 positions in the 12 months to October 2025, part of efforts by the heavily indebted chain to rein in mounting losses.
Filed accounts showed the average monthly staff count dropping 5%, from 101,144 down to 96,232.
Those reductions came alongside the shutdown of the company’s newspaper delivery operation, a restructuring of senior management, and reduced bakery operations across stores.
Morrisons also confirmed in May it would close 100 convenience outlets, citing sustained financial losses and rising costs tied to government policy decisions.
