Sainsbury’s to match Aldi on hundreds of prices

The firm said the commitment will offer customers the quality they expect from Sainsbury's, but at Aldi's prices, helping them save more on their grocery shopping.

It has reduced the price of 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.

The products include Sainsbury's 21 Day Matured Rump Steak 225g (was £2.50, now £2.32), Sainsbury's British Whole Chicken Breast Fillets 1kg (was £5, now £4.79), Imperfectly Tasty Baby Potatoes 1kg (was 95p, now 65p) and Sainsbury’s White Pitta Bread 6pk (was 45p, now 35p).

The UK's second biggest grocer said 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 firm said.

The price match is the first new initiative of chief executive Simon Roberts’ plan, announced in November, to put food back at the heart of the business.

He 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 will support Sainsbury’s overall value offer and will sit alongside its Price Lock campaign. Currently around 2,500 everyday products are on Price Lock for at least eight weeks.

An Aldi spokesperson said: “Consumer group Which? recently found that Sainsbury’s were over 31 per cent more expensive than Aldi. Shoppers know that the only place you can get Aldi prices is at Aldi.”