Morrisons, the UK’s fourth-largest grocer, has said it will bring in “larger and more consistent” unit pricing to help “restore trust” in prices.

The company said “most products” will be labelled with the price per kilogram or price per litre.

The retailer plans to use new labels on shelves with a larger unit price. It also said it will use a “clearer unit price” on items on promotion so shoppers can compare deals with standard prices. Morrisons said the changes will be in place by the end of 2013. Some 30,000 prices will have to be altered, it said.

Chief executive Dalton Philips said: “For too long, retailers have not given customers enough information to easily compare prices. By doing this we believe we can restore trust in supermarket prices.”