UK supermarket Morrisons has launched a new Price Match scheme in store and online, which will ensure prices are the same or cheaper than Aldi and Lidl.

From February, signage in Morrisons stores and online will show customers the best selling weekly essentials that are Price Matched to either Aldi or Lidl depending on whichever is cheaper.

Over 200 items feature in the Price Match with cupboard staples including corn flakes, canned tomatoes, rice and bread. Morrisons said it would continue its commitment to British Farming with 100% British beef mince, chicken fillets, semi-skimmed milk and carrots all included in the Price Match.

As part of its new Price Match commitment Morrisons will check prices twice a week, and if necessary adjust them, as is standard for other supermarket Price Match schemes.

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