UK’s Morrisons follows rivals with discounter price matching scheme

Morrisons, Britain's fifth largest supermarket group, is following bigger rivals in matching the prices of the German-owned discounters Aldi and Lidl on hundreds of comparable grocery products as it seeks to reverse a loss of market share. Last month Rami Baitiéh, the former Carrefour France boss who became Morrisons' CEO in November, said he was not satisfied with the group's performance and was working on plans for improvement. The rapid growth of the discounters since the financial crisis of 2008 has forced Britain's traditional chains to invest more heavily in value to try to protect their market positions.