Morrisons has launched a price match scheme whereby 200 of its products will be the same price or cheaper than discount supermarkets Aldi and Lidl.

Items featured in the price match will include cleaning products, milk, vegetables and breakfast cereals.

The supermarket said it will check prices twice a week on these items, adjusting its own prices if necessary.

The company added that signs in store and online will reassure customers that prices of these goods are matched with its competitors.

“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,” said Rachel Eyre, Morrisons chief customer and marketing officer. “We hope this new campaign will bring our quality and value into even sharper focus for our customers.”

In January this year, Asda launched a similar price match scheme reducing the prices of 287 products by an average of 17 per cent to match whichever discounter had the lowest price.

Earlier this year, Morrisons also announced it would cut the price of over 200 popular products including fresh products and cereals. It also extended its loyalty card deals to offer lower prices and a voucher to spend once they had collected 5,000 points.

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