Morrisons has followed Asda in launching a price match campaign on hundreds of weekly essentials against those in Lidl and Aldi.

The supermarket is matching the cost of over 200 products including 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.

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The grocer has introduced signage across its stores and online to show customers the best selling weekly essentials that are price matched to either Aldi or Lidl “depending on whichever is cheaper”.

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.”

It joins Asda, which become the first supermarket to price match both Aldi and Lidl last month. Both Tesco and Sainsbury’s price match Aldi.

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