Sainsbury’s to match Aldi on hundreds of prices

Sainsbury’s has launched its boldest ever value campaign, matching discount supermarket Aldi on hundreds of the nation’s favourite foods and staple items. The commitment will offer customers Sainsbury’s quality they expect now price matched to Aldi, helping them save more on their grocery shopping.

Customers will find around 250 quality products, all carefully price matched to the equivalent product at Aldi. The commitment covers Sainsbury’s and branded products, focussing on customer favourites such as meat, chicken, fresh fruit and vegetables and dairy.

Sainsbury’s quality products now at Aldi prices include:
by Sainsbury's 21 Day Matured Rump Steak 225g was £2.50, now £2.32
by Sainsbury's British Whole Chicken Breast Fillets 1kg was £5, now £4.79
by Sainsbury’s 2 Smoked Basa Fillets 240g was £2.50, now £2.39
Imperfectly Tasty Baby Potatoes 1kg was 95p, now 65p
Green Grocer Frozen Berry Mix 1kg was £2.50, now £2.39
by Sainsbury’s Plain Flour was 80p, now 45p
by Sainsbury’s White Pitta Bread 6pk was 45p, now 35p

The news will help shoppers who are working hard to balance budgets, with the events of the past year continuing to put pressure on people’s purses. It means shoppers can be confident they are getting great prices on quality food, without shopping around elsewhere.

The price match is the first new initiative of Chief Executive Simon Roberts’ plan to put food back at the heart of the business and shows Sainsbury’s commitment to invest where it matters most to customers.

Roberts said, “We are making great progress delivering our Food First plan and I’m determined that in these tough times, we do even more to help our customers save money. Our new commitment to match Aldi prices on hundreds of our most popular products will mean our customers can be confident that they are getting the quality they expect from Sainsbury’s at great prices.”

The campaign supports Sainsbury’s overall value offer and will sit alongside its popular Price Lock campaign. Currently around 2,500 everyday products are on Price Lock for at least eight weeks, helping to bring customers consistent value.