Morrisons launches price guarantee on 500 everyday items

Morrisons has launched a new price guarantee scheme, pledging that more than 500 everyday items will not be beaten on price by its major supermarket rivals. The initiative, announced on Monday, August 24, 2026, sees the Bradford-based chain commit to matching or beating prices offered by Aldi, Lidl, Tesco, Sainsbury's, and Asda on selected weekly essentials.

The "Unbeatable Prices" commitment covers a wide range of products, including fresh produce like bananas, tomatoes, and carrots, as well as staples such as bread, butter, chicken fillets, bacon, and pizza. The guarantee also extends to fresh food prepared at Morrisons' in-store Market Street counters, including items from its fishmongers and bakeries. Specific examples cited include cod prepared at fishmonger counters, extra mature cheddar cheese cut at deli counters, and doughnuts made in-store.

The scheme is available across Morrisons supermarkets, its online delivery service, and click-and-collect options. However, it does not apply to Morrisons Daily convenience stores, products sold via third-party platforms like Amazon or Deliveroo, or items covered by promotions, multibuys, loyalty prices, or in-store-only offers.