Morrisons has become the latest retailer to launch a price match against Aldi and Lidl on key lines.
From Monday 19 February, signage in Morrisons stores and online will highlight which everyday essential products are price matched to either Aldi or Lidl, depending on which is cheaper.
More than 200 items feature in the scheme, including 100% British chicken fillets, which will be sold this week at £6.49 per kilo.
Other cupboard staples, as well as a selection of beef, milk and vegetable lines, are also included.
Morrisons said it will check prices twice a week, and if necessary adjust them, in line with other supermarket price match schemes.
Rachel Eyre, Morrisons’ chief customer and marketing officer, said: “We want to reassure our customers that we have hundreds of products that are the same price or cheaper – with the quality they’ve come to expect from us – than those available at Aldi and Lidl, which 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.”