Morrisons has launched a price guarantee covering more than 500 everyday products, promising that the marked items will cost the same as or less than comparable products at Aldi, Lidl, Tesco, Sainsbury’s and Asda.
The new “Unbeatable Prices” range includes fruit and vegetables, bread, butter, chicken fillets, bacon and pizzas, as well as selected fresh food from Morrisons’ Market Street counters.
However, the promise does not mean every item in a Morrisons shop will be the cheapest. It applies only to products carrying the Unbeatable Prices label, and Morrisons excludes rival promotions, multibuys, loyalty prices and in-store-only offers from its comparison.
Where the Morrisons price guarantee applies
The guarantee is available in Morrisons supermarkets, through its online grocery service and on click and collect orders.
It does not apply in Morrisons Daily convenience stores, through Morrisons on Amazon or Deliveroo, or when shopping through other third-party partners.
Shoppers should look for the Unbeatable Prices signage in stores and online. Morrisons says the range covers more than 500 weekly essentials, including bananas, salad tomatoes, carrots, bread, butter, chicken fillets, bacon and pizzas.
The pledge covers selected products, not a complete basket
Morrisons describes the range as offering the same or lower prices than its five named rivals. That is a company guarantee about the products it has selected, rather than independent evidence that a complete Morrisons shop is now Britain’s cheapest.
The distinction matters because a rival supermarket’s temporary promotion or loyalty-card discount is excluded. A product could therefore be cheaper elsewhere under one of those offers without breaking Morrisons’ stated guarantee.
Pack sizes can also differ between supermarkets, so shoppers comparing products themselves should check the unit price as well as the amount charged for the pack.
How Morrisons compares with Aldi and Lidl
The announcement expands Morrisons’ earlier price-match activity, which focused on selected Aldi and Lidl products. The new commitment adds Tesco, Sainsbury’s and Asda to the competitors covered by the marked range.
Recent independent research provides a broader comparison. In Which?’s July 2026 supermarket price analysis, a list of 93 groceries cost an average of £158.05 at Aldi and £160.70 at Lidl. The same list averaged £195.63 at Morrisons.
That comparison was carried out before the new Morrisons pledge and covers a specific shopping list rather than the products in the Unbeatable Prices range. It nevertheless shows why shoppers should not treat a guarantee on selected lines as proof that one supermarket will be cheapest for their entire basket.
Morrisons announced the new commitment on 24 August 2026. Shoppers can check the marked range and the latest availability through Morrisons’ official announcement and its grocery service.