Sainsbury’s to cut approx. 250 grocery prices in bid to match Aldi

Lead deal editor23
Posted 10th Feb 2021
Price wars continue with Sainsbury's cutting around 250 items in a bid to match ALDI.

The supermarket chain told the PA news agency it is launching an Aldi price match scheme as the UK’s largest grocers continue attempts to thwart the rapid growth of German discounters Aldi and Lidl.

Sainsbury’s said its commitment will mean that around 250 products will see prices reduced to match the equivalent items at Aldi.

It said the move will focus on its most popular items with customers, including meat, chicken, fresh fruit and vegetables, and dairy.


Mark Given, chief marketing officer, told PA that the price reductions will be funded by a “significant investment” by Sainsbury’s.

“We recognise that giving customers good value is a core part of our strategy so will invest to keep prices low,” he said.

“When we’ve completed research, our shoppers have highlighted our quality and value for money, but with customers who also shop in other supermarkets we need to improve our price perception.

“We need to communicate this better with customers because the value is there.”

It said price reductions will include reducing a kilo of plain flour from 80p to 45p, a kilo of baby potatoes from 95p to 65p and a 21-day matured rump steak from £2.50 to £2.32.

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”.

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