Morrisons has lowered the price across thousands of products for its More card members as it ramps up investment into the loyalty scheme.
The supermarket has cut the price on over 2,000 branded and own brand essential items across fridge, freezer and cupboard fillers in store and online.
It has also added an extra 70 products to its Aldi and Lidl Price Match, which relaunched in February as part of its Low Everyday Price promise.
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Morrisons group marketing director Alex Rogerson said: “Today’s move represents our single biggest investment in loyalty and pricing for many years.
“Driving strong value for customers remains our number one priority and today we are getting the big bazooka out and slashing the prices on over 2,000 products for More Card customers.
“Together with our Aldi and Lidl Price Match and our vast range of Low Everyday Prices – we have thousands of products that not only offer outstanding value on brands and essential items our customers love – but also have the quality they’ve come to expect from us.”
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