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Supermarket slashes kitchen essential price in surprise move - now one of UK's cheapest
Morrisons has launched an 'unbeatable prices' commitment covering more than 500 weekly essentials, promising not to be beaten by its five biggest rivals. The move, seen as a response to slipping market share, comes as the grocer also cut the price of butter, climbing to third in a weekly price comparison.
Morrisons has launched an "unbeatable prices" commitment, pledging not to be beaten on price by its five biggest supermarket rivals on hundreds of everyday products. The move signals another potential intensification in the UK's grocery price war.
The announcement came as the chain also cut the price of a 250g block of salted butter by 13p, from £1.98 to £1.85, matching Aldi's price. The reduction helped Morrisons climb two places to become the third-cheapest supermarket in a weekly price comparison of eight essential items, according to analysis by the Manchester Evening News, with a basket costing £13.19, behind Aldi (£12.99) and Lidl (£13.11).
A commitment to undercut the competition
Morrisons, which runs around 500 supermarkets and 1,700 convenience shops, said the commitment guarantees that its shoppers will pay the same or less for more than 500 weekly staples, including bananas, tomatoes, carrots, bread, butter and chicken fillets. The promise also extends to fresh lines across its Market Street counters, including its fishmongers and bakeries.
Alex Paver, customer and marketing director at Morrisons, said: "Customers shouldn't have to choose between great prices and great quality – and at Morrisons, they don't have to. 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."
A response to a changing market
The move comes as the retailer attempts to reverse a slide in its share of the UK grocery market. Figures from Worldpanel for the 12 weeks to August show Morrisons held an 8.5% share, making it the sixth-largest supermarket group. It was recently overtaken by Lidl and trails behind Aldi, Asda, Sainsbury's and Tesco.
The new commitment comes two years after Morrisons first launched a price match against hundreds of Aldi and Lidl products, and follows a difficult period for the chain. Company accounts showed Morrisons cut almost 5,000 jobs last year. Data from Companies House showed average monthly workforce fell from 101,144 to 96,232 for the year to October.
Wider implications and availability
The commitment is being marked with in-store and online signage and is available to shop by Click & Collect. It does not apply at Morrisons Daily stores or through third-party services such as Deliveroo, Amazon and Just Eat.
The scheme comes as a separate analysis, run by the Manchester Evening News, tracked the price of a basket of eight items—bread, milk, butter, coffee, tea bags, beans, chicken and beef mince—at six major supermarkets. Across the basket, only Asda's butter price changed, rising 1p to £1.99, leaving the rankings as Aldi £12.99, Lidl £13.11, Morrisons £13.19, Sainsbury's £13.23, Asda £13.33 and Tesco £13.50.
How each outlet told it
Bristol Post
Framing: Headline emphasizes change at all branches. — Neutral, descriptive.
Facts Included:
Morrisons pledged not to be beaten on price by five major rivals on hundreds of everyday products.
Runs around 500 supermarkets and 1,700 convenience shops.
Sixth-largest with 8.5% share in 12 weeks to August (Worldpanel).
Recently overtaken by Lidl, behind Aldi, Asda, Sainsbury's, Tesco.
Launched 'unbeatable prices' commitment on Monday.
Covers more than 500 weekly essentials including bananas, tomatoes, carrots, bread, butter, chicken fillets.
Framing: Headline emphasizes huge change to rival Aldi, Lidl, Tesco and Asda, focusing on consumer benefit. — Consumer-focused, helpful. Example: 'help budget-savvy shoppers save a bit of money'.
Facts Included:
Morrisons confirmed new 'Unbeatable Prices' commitment on August 24.
Covers hundreds of everyday essentials.
Promises prices are same or lower than other major competitors.
Will not be beaten by Aldi, Lidl, Tesco, Sainsbury's or Asda.
Guarantees lowest prices on more than 500 weekly staples including bananas, salad tomatoes, carrots, bread, butter, chicken fillets, bacon, pizzas.
Extended to fresh produce at Market Street counters (cod, cheese).
Includes signage, Click & Collect availability, excludes Morrisons Daily and third-party services (Deliveroo, Amazon, Just Eat).
Quote from Alex Paver.
Two years after first Aldi and Lidl price match.
In 2022, Aldi overtook Morrisons to become fourth-largest.
Lidl became fifth-largest earlier this year.
Switch to cheaper supermarkets due to surging food inflation and cost of living.
Closure of 100 Daily Convenience stores, potential job losses.
Framing: Headline emphasizes major price announcement for all 2,200 stores, generic. — Neutral, but with promotional elements (e.g., 'green-ladled brand').
Facts Included:
Morrisons is sixth-largest supermarket group by market share.
Morrisons told customers it will not be beaten on price by rivals on hundreds of everyday products.
Signals potential intensification in price war.
Has around 500 supermarkets and 1,700 convenience shops.
Held 8.5% of market in 12 weeks to August (Worldpanel).
Recently overtaken by Lidl, remains behind Aldi, Asda, Sainsbury's, Tesco.
Launched 'unbeatable prices' commitment on Monday.
Commitment applies to 500 weekly essentials.
Guarantees low prices on fresh products and Market Street counters.
Accounts showed shed almost 5,000 jobs last year.
Two years ago launched price match against Aldi and Lidl.
Framing: Headline emphasizes slashing kitchen essential price, making it one of UK's cheapest. — Consumer-focused, analytical. Example: 'Shoppers could be in for a surprise'.
Facts Included:
Morrisons cut price of 250g block of salted butter by 13p, from £1.98 to £1.85, matching Aldi.
Aldi cheapest supermarket with basket of eight essentials at £12.99.
Lidl second at £13.11, Morrisons third at £13.19.
Comparison by Manchester Evening News includes bread, milk, butter, coffee, tea bags, beans, chicken, beef mince.
Framing: Headline emphasizes change at all branches affecting major rivals, focusing on the competitive action. — Neutral, descriptive. Example quote: 'will be hoping its pricing strategy can help drive a recovery'.
Facts Included:
Morrisons pledged not to be beaten on price by five major rivals (Aldi, Lidl, Asda, Sainsbury's, Tesco) on hundreds of everyday products.
Morrisons runs around 500 supermarkets and 1,700 convenience shops.
Morrisons was sixth-largest supermarket group with 8.5% market share in 12 weeks to August (Worldpanel).
Morrisons recently overtaken by Lidl, remains behind Aldi, Asda, Sainsbury's and Tesco.
Launched 'unbeatable prices' commitment on Monday.
Promise covers more than 500 weekly essentials including bananas, tomatoes, carrots, bread, butter, chicken fillets.
Extends to Market Street counters (fishmongers, bakeries).
Two years after first price match against Aldi and Lidl products.
Quote from Alex Paver, customer and marketing director.
Accounts showed Morrisons shed almost 5,000 jobs last year.
Framing: Headline emphasizes pledge to customers and changes to more than 500 essential products. — Neutral, with added detail on previous price match scheme.
Facts Included:
Morrisons launched 'unbeatable prices' commitment across more than 500 everyday essential items.
Runs around 500 supermarkets and 1,700 convenience shops.
Framing: Headline emphasizes major supermarket pledge to be cheaper than rivals, generic. — Neutral, promotional. Example: 'will help it recover a larger share'.
Facts Included:
Major supermarket (Morrisons) pledged not to be beaten on price by rivals on hundreds of everyday products.
Launched 'unbeatable prices' pledge today.
Will not be beaten by any of the other five major supermarkets.
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Claim
Confidence
Status
ClaimMorrisons pledged it will not be beaten on price by its five major supermarket rivals (Aldi, Lidl, Asda, Sainsbury's, Tesco) on hundreds of everyday products.
ClaimMorrisons was the sixth-largest supermarket group by market share, with an 8.5% share, in the 12 weeks to August, according to recent figures from Worldpanel.
ClaimThe promise covers more than 500 weekly essentials including bananas, tomatoes, carrots, bread, butter, chicken fillets, and fresh lines at Market Street counters.
ClaimMorrisons' customer and marketing director Alex Paver said: 'Customers shouldn't have to choose between great prices and great quality – and at Morrisons, they don't have to.'
ClaimThe Unbeatable Prices commitment guarantees the lowest prices on more than 500 weekly staples including bananas, salad tomatoes, carrots, bread, butter, chicken fillets, bacon and pizzas.
ClaimThe Unbeatable Prices commitment will not be available at Morrisons Daily stores, or through third party services such as Deliveroo, Amazon and Just Eat.
ClaimMorrisons' average monthly workforce fell from 101,144 to 96,232 for the year to October last year, according to accounts published on Companies House.
ClaimMorrisons' first price match covered over 200 items including cornflakes, canned tomatoes, baby wipes, rice, bread, cleaning supplies, British beef mince, chicken fillets, semi-skimmed milk, and carrots.
ClaimAldi was the cheapest supermarket with a basket of eight essentials at £12.99, Lidl second at £13.11, Morrisons third at £13.19, Sainsbury's £13.23, Asda £13.33, Tesco £13.50.
ClaimMorrisons' equivalent basket includes the same 55p loaf and £1.20 milk, coffee at £2.30, 160 tea bags at £1.64, butter at £1.85, chicken at £2.29 for 300g, and mince at £3.09.