Morrisons to match Aldi and Lidl prices on more than 200 popular products

Morrisons has decided to match the prices of some of its products to those at Lidl and Aldi in an attempt to win back customers.

Starting from today (Monday, February 19), over 200 items on Morrisons' shelves will be marked as being the same price or lower than the two discount retailers. However, this price match guarantee only includes a small portion of the products available at the supermarket.

As reported by NottinghamshireLive, Morrisons explained that the chosen products included in its price match campaign are ones that people buy frequently. Despite this announcement, most of the included products will not see a price cut.

The supermarket said: "The vast majority of the products which are now Price Matched to Aldi and Lidl were already the same price, today's announcement is about reassuring customers and helping to change perception."

Rachel Eyre, Chief Customer and Marketing Officer at Morrisons 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.

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"We hope this new campaign will bring our quality and value into even sharper focus for our customers."

Over the past decade, Aldi and Lidl have been attracting customers away from traditional supermarkets, especially as budgets became a concern during the cost of living crisis. Ten years ago, Morrisons had 11.3 percent of the grocery market, but recent data from Kantar shows it now has 8.8 percent.

Morrisons isn't the only supermarket to launch its own Aldi and