Supermarket changes hundreds of products in battle against Aldi and Lidl

Get the free Morning Headlines email for news from our reporters across the world Sign up to our free Morning Headlines email Sign up to our free Morning Headlines email SIGN UP I would like to be emailed about offers, events and updates from The Independent. Read our privacy policy Morrisons has become the latest supermarket to try to win back customers from the German challenger shops as it announced it would match prices of more than 200 products with Lidl and Aldi. “The vast majority of the products which are now Price Matched to Aldi and Lidl were already the same price, today’s announcement is about reassuring customers and helping to change perception,” the supermarket said. open image in gallery Aldi and Lidl are in a price war Ten years ago Morrisons had 11.3% of the grocery market, in the most recent data from Kantar it had 8.8%. Chief customer and marketing officer Rachel Eyre 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.