Can Morrisons really take on discount rivals Aldi and Lidl?

Good news for us maybe as Morrisons joins the discount wars.

I shop mainly at Aldi and complement it for my favourite branded goods at Co-op and Morrisons, so when Morrisons said today that they will be giving us more discounted products, that made me smile.

Sounds like Morrisons won’t become a discounter itself, but they said that “prices would … be just low enough that their fresh food and quality offers would be worthwhile.”

I already noticed their market street offers with some fruit and veg for 49 p including broccoli and cucumber, and this week saw 3 selected veg for £1.50 or 69p each.

Now if I could get a bigger value range at Morrisons, I wouldn’t bother with Aldi, but currently they don’t compare, and neither do the other supermarkets. You get …