Morrisons makes major price announcement for all 2,200 stores

Morrisons has around 500 supermarkets and 1,700 convenience shops.

It will be hoping its pricing strategy can help drive a recovery in its share of the UK grocery market, which has slipped back in recent years.

The green-ladled brand is sixth-largest supermarket group by market share.

It held 8.5% of the market in the 12 weeks to August, according to recent figures from Worldpanel.

It was recently overtaken by Lidl and remains behind Aldi, Asda, Sainsbury’s and Tesco.

On Monday, Morrisons launched its “unbeatable prices” commitment, pledging it will not be beaten on price by any of the five major supermarket rivals.

The commitment will apply to 500 weekly essentials.

Low prices are guaranteed on fresh products including bananas, tomatoes and carrots, as well as staples such as bread, butter and chicken fillets as well as fresh lines across the retailer’s Market Street counters, such as its fishmongers and bakeries.

Just days earlier, accounts showed that Morrisons shed almost 5,000 jobs last year as part of efforts to shore up its finances and turn around its performance.

Two years ago, Morrisons first launched a price match against hundreds of Aldi and Lidl products as part of its fightback against the German discounters.