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The Independent UK
The Independent UK
Business
Henry Saker-Clark

Morrisons vows ‘unbeatable prices’ across hundreds of popular items to beat supermarket rivals

Morrisons Aldi Lidl United Kingdom Alamy Asda Bradford Sainsbury Tesco

Morrisons has promised shoppers it will match or beat the prices of its main supermarket competitors across hundreds of essential everyday products.

The "unbeatable prices" initiative, introduced on Monday, vows that the retailer will not be undercut by any of its five largest rivals. This pledge points to a potential escalation in the ongoing price war among UK grocers competing to attract customers.

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