Sainsbury’s launches Aldi price match on hundreds of items

The retailer said the price match would cover 250 own-label and branded products, focusing on “customer favourites such as meat, chicken, fresh fruit and vegetables, and dairy”.

The price salvo comes as part of chief executive Simon Roberts’ plan to put food back at the heart of the Sainsbury’s offer. It follows a similar campaign by big four rival Tesco, which launched last March, piling further pressure on discounter Aldi. 

The Aldi price match will sit alongside Sainsbury’s existing Price Lock campaign, which covers 2,500 products across its range. 

Sainsbury’s said the initiative would “help shoppers who are working hard to balance budgets, with the events of the past year continuing to put pressure on people’s purses”.

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.”

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