Morrisons, following Asda's lead, is launching a price match campaign on hundreds of weekly essentials, competing with prices from Lidl and Aldi.

The supermarket is matching prices on over 200 products including items corn flakes, canned tomatoes, baby wipes, rice and bread as well as household cleaning products such as anti-bac spray, bleach and toilet rolls with those at the discounters.

Morrisons said it was also continuing its commitment to British Farming with 100% British beef mince, chicken fillets, semi-skimmed milk and carrots all included in the Price Match.

Morrisons chief customer and marketing officer Rachel Eyre 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.”

Morrisons' move follows Asda, which became the first supermarket to price match both Aldi and Lidl last month. Tesco and Sainsbury’s, on the other hand, focus their price matching efforts on Aldi.