Morrisons has launched a new pricing initiative promising to offer "unbeatable prices" on a wide range of grocery items in comparison to major UK supermarkets. The retailer guarantees that its prices will not be beaten by competitors including Sainsbury’s, Tesco, Asda, Aldi, and Lidl.

The pricing guarantee applies to non-promotional items available at the majority of Morrisons stores across Great Britain, although prices may vary online. As part of the initiative, Morrisons regularly compares its prices with those of Sainsbury’s, Tesco, Asda, and Aldi stores throughout Great Britain, as well as Lidl both in-store and online. Price checks are conducted twice weekly for most competitors, with additional monthly in-store checks at Asda, Tesco, and Sainsbury’s. The latest price verification took place on September 21, 2026.

The offer excludes Morrisons Daily convenience stores and third-party sellers. Specific product examples highlighted include 250 grams of butter priced at £7.40 per kilogram, bananas at 16 pence each, salad tomatoes at 17 pence each, 300 grams of back bacon at £4.97 per kilogram, toilet rolls at 38 pence per roll, and 450 milliliters of washing-up liquid at £1.23 per liter.

Morrisons directs customers to its website for full price verification details and product comparisons, reaffirming its commitment to competitive pricing within the UK grocery market.