Sainsbury’s vows to match Aldi in price war

UK retailer Sainsbury's has thrown down the gauntlet by announcing it will match discounter Aldi on hundreds of popular items.
Thu 18/02/2021 by Richard Wilkinson
Sainsbury's vows to match Aldi in price war

The around 250 items will include both own-label and branded products and focus on a range of lines from fruit and vegetables to meat, chicken and dairy. The initiative includes savings such as a five pack of Fairtrade bananas, lowered from 80p to 69p; a six-pack of kiwi fruit down 18p at 67p; celery 7p off at 43p; 220g of Imperfectly Tasty Green Beans down 6p at 69p; 1kg of Imperfectly Tasty Carrots 5p off at 40p; 1kg of Imperfectly Tasty Baby Potatoes down 30p at 65p; and 1kg Greengrocer Berry Mix 11p lower at £2.39.

Chief executive Simon 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.”

Sainsbury’s also has a Price Lock campaign, with the price of around 2,500 everyday products fixed for at least eight weeks.

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