Morrisons has launched its new Match & More loyalty card, becoming the first of the big UK supermarkets to price-match Aldi and Lidl.

The card gives customers with a loyalty card £25 off their Christmas shop.

Customers will also receive a bonus coupon when they spend £40 in store, although they will need to collect a coupon every week for six consecutive weeks to get the discount.

Morrisons chief executive Dalton Philips launches the new card

Morrisons chief executive Dalton Philips launches the new card

The Bradford-based retailer is the first of the big four to match the discounters as well as Tesco, Sainsbury’s and Asda.

The card may not be available in all stores however until the end of the year.

Nick Collard, Morrisons’ marketing and customer director, said: “Family budgets will continue to be squeezed this Christmas, so we have made our Christmas Bonus scheme one of the best ever – at £25 for just six shops over £40.

“We’ve also made our scheme smarter and simpler. It’s been designed to run over just six consecutive weeks from the beginning of November – the way that most customers want to save up for Christmas.”

Morrisons will be hoping for a big Christmas to stem the tiding of recent disappointing figures, including a 51% drop in pre-tax profits and a 4.9% sales fall for the six months to August 3.