Sainsbury’s adjusts Aldi prices on 250 products in ‘game changer’ for shoppers

Sainsbury’s has added more products to its price match initiative against Aldi. The Big Four supermarket said it now has 250 items priced against its budget rival

Sainsbury’s has intensified its price war against Aldi as the cost of living crisis continues to hit shoppers.

The Big Four supermarket said it now has 250 items priced against its budget rival.

The promotion will cover 20 of the most popular product lines, while clearer signage will allow shoppers to know which items have been price matched.

Some of the reduced items include 640g chicken breasts, which now cost £3.50 like Aldi.

Sainsbury’s 500g minced beef price reduced to £1.89.

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Butter, Onions, Oven Chips, Popsicles and Cauliflower will also be added to the Prize Match promotion.

According to Sainsbury’s, the total volume of price-matched goods is 6%.

Rhian Bartlett, Sainsbury’s Food Commercial Director, said: “With costs rising, we are working hard to keep our prices low.

“Customers value every penny and we make it easier for them to buy what they need in our stores.

“Clearer signs and posters in stores will help customers compare the lowest prices – because we know that’s really important to people at the moment.”

Sainsbury’s first launched its price match against Aldi in February 2021, following in the footsteps of rival Tesco.

The big four grocers are struggling to win back customers after huge increases in Aldi and Lidl purchases.

Latest data from market researcher Kantar showed that Aldi and Lidl were the fastest growing supermarkets in the 12 weeks to May 15.

Sales rose 5.8% and 6.0%, respectively, as shoppers switch to discount chains to save money, giving Aldi and Lidl a record combined market share of 15.9% in the supermarket sector.

Tesco, the UK’s largest grocer, increased its market share by 0.4 percentage points to 27.4%.

Grocery inflation hit 7% in the four weeks ended May 15, up from 5.9% just a month ago, market researcher Kantar said.

According to Kantar, some of the products where prices are rising the fastest include dog food, savory snacks and fresh beef.

The cost of a family roast of toast, eggs, sausage, bacon and beans has risen by 40p since last year – to £6.93.

Prices are rising due to increased costs for food producers, including energy and fuel.

The war in Ukraine is also driving up costs, with Russia being a major supplier of wheat and fertilizer.