Sainsbury’s has pledged to match discount supermarket Aldi on hundreds of branded and own-brand products, in what the group describes as its “boldest ever value campaign”.
According to the grocer, customers will now find around 250 products all “carefully price matched” to the equivalent product at Aldi.
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” and aims to show Sainsbury’s “commitment to invest where it matters most to customers”.
It comes as rival chain Aldi announced in January that it would increase its spending on UK-made food and drink by £3.5bn by 2025, as part of its growth plans over the next five years.
The German owned discounter also revealed plans to invest £500m in new and upgraded stores, distribution centres and its supply chain this year, which will reportedly create over 4,000 jobs, and “new opportunities” for British food and drink producers.
Simon Roberts chief executive, Sainsbury’s 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.”
He added: “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.”