'Posh' supermarket that vowed to become 'as cheap as Aldi' is even cheaper for these shopping essentials
09.07.2023 - 06:37
/ manchestereveningnews.co.uk
As supermarkets go, Sainsbury's traditionally was always known as one of the most expensive.
A few years back and not many customers would have considered it as a valid alternative to budget retailers like Lidl and Aldi.
Its reputation for prices was more on a par with Waitrose or Marks and Spencer.
But just like M&S, it's had somewhat of a turnaround over the last year or so and is pulling in more customers than ever thanks to initiatives such as Aldi Price Match, Price Lock and My Nectar Prices.
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Earlier this year we reported how customers told us they had made the unlikely switch to the 'posh' retailer, including one mum who said she was not only impressed with the Aldi Price Match scheme, but praised the quality of food compared to elsewhere.
We then headed there to do our own big shop and were impressed with many of the prices, particularly the large number of special offers available.
Its bid to rival the budget supermarkets has been no secret.
We reported in December how Sainsbury's CEO Simon Roberts had shared his vision for it to become 'as cheap as Aldi' and said they were seeing 'more customers coming back to us from the discounters' - a claim that Aldi refutes.
Announcing a £550m investment to boost its competitiveness, he admitted he was prepared to accept a fall in profits in the short term in order to ensure Sainsbury's stayed competitive for shoppers.
His plan seems to be bearing fruit as for the first time in our weekly comparison of the same essentials from every supermarket - something we've been doing for more than a year - Sainsbury's has taken the lead over Aldi with a bill of £12.07.
They are only a penny apart, with Aldi at