Morrisons has launched a loyalty card scheme, Match & More, which provides a price guarantee against competitors including the big four as well as the discounters such as Lidl and Aldi.

If a comparable grocery shop is cheaper at any of these supermarkets, Match & More users will automatically get the difference back in points on their card. Shoppers will also be able to collect extra points on hundreds of featured products and fuel.

Dalton Philips, chief executive of Morrisons, said: “In May, we announced that 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.”