Morrisons has become the first big four supermarket group to offer a price match guarantee against Aldi and Lidl.
Under the Match & More card programme, users will bet the difference back in points on their card if a comparable shop is cheaper at the two discounters, as well as at Tesco, Sainsbury’s and Asda.
Shoppers will also be able to collect extra points on hundreds of featured products and fuel.
Morrisons chief executive Dalton Philips said: “In May, we announced the we were lowering our prices permanently. Now we’re launching Match & More, the most comprehensive price match and points scheme in the UK.
“Because it price matches the discounters, the Match & More card will provide the ultimate guarantee about Morrisons’ value for money.”
When 5,000 Match & More points are accumulated, the customer receives a £5 voucher at the till.