Morrisons has launched the first-ever price match scheme that compares with discounters Aldi and Lidl, as well as Tesco, Sainsbury’s and Asda.

The scheme, named ‘Match and More’, will refund any differences in priceof comparable products as points onto cards, using price data from independent analysts Profitero.

The retailer said that if Lidl is 60 pence cheaper than Morrisons then 600 points are added to a shopper’s Match & More account.

It will launch as a phased roll-out starting tomorrow (3 October) and will be in stores in time for Christmas.

When 5,000 Match & More points are collected the customer receives a £5 voucher at the till, while shopper information from the cards will be collected and used to tailor future offers.

Morrisons CEO Dalton Philips said the retailer has learned from other price match programmes so customers will not collect lots of small vouchers or have to redeem them online when they get home.

“Because it price matches the discounters, the Match & More card will provide the ultimate guarantee about Morrisons’ value-for-money,” he said.

Morrisons said it also has plans to allow points to be redeemed as vouchers for leisure activities such as eating-out and travel.

Price matched products will cover branded and own-brand products as well as items that are on promotion elsewhere.