Sainsbury's launches 'biggest ever Aldi price match' as it vows to keep prices low

13.01.2023 - 17:17 / dailyrecord.co.uk

Sainsbury's has announced that it will be expanding its Aldi Price Match range by a third in a bid to attract customers amidst rising inflation rates.

The move will see the UK supermarket chain increase its value range up from 233 to 310 products this month in what it calls its "biggest ever push" to match the German discounter.

Sainsbury's introduced its Aldi Price Match campaign back in 2021 to help customers keep costs down by matching Sainsbury's quality with the budget chain's prices.

The latest commitment to the value campaign will see several of the Big Four Grocer's own-branded cereals, coffee, soups and fresh produce slashed in costs.

Shoppers will also find that a range of fresh fruit has been reduced, with kiwi down by 41p to £1.19 and watermelon reduced by 31p to £3.09.

Among the new items price-matched are sugar snap peas, fresh coriander and baby potatoes with herbs and butter.

Sainsbury's latest push comes just as CEO, Simon Roberts, said that it would be investing £550 million to ensure that prices are kept low for the next two years, reports The Grocery Gazette.

Major supermarket chain's have been slashing their prices over the past year as food inflation soars to record high's, forcing shoppers to switch to discounted chains Aldi and Lidl.

Sainsbury's move also comes just after Morrisons announced that it would be slashing the cost of hundreds of entry-level products to help shoppers keep their weekly shopping bill down.

The supermarket chain's price cuts campaign will see it cut 130 prices across every essentials including fresh and frozen products, cupboard essentials and household products.

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