// Lidl and Sainsbury’s join Aldi in Christmas price wars
// The grocers have reduced vegetables to 19p to help with the cost of living
The Christmas price wars have begun as Lidl and Sainsbury’s join Aldi by slashing the price of its vegetables to 19p.
The retailers are battling it out once again to become the cheapest this festive season as cash-strapped shoppers look to lower costs.
Shoppers will be able to purchase key Christmas veg such as Brussel sprouts, carrots, potatoes, parsnips, swede and red and white cabbage for as low as 19p.
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Lidl’s reduced veg will be available from 15 December while Sainsbury’s and Aldi shoppers will see prices cut from 18 December.
Sainsbury’s revealed on Monday that it would sell Christmas roast dinners for less than £4 a head.
The retailer said it had invested a further £50 million across the business to help ease the pressure on households through autumn.
Sainsbury’s CEO Simon Roberts said: “We really understand that millions of households are having to make really tough decisions this Christmas and our job is to do everything we can to help with the rising costs of living.”
“We are accelerating our commitment to being the best value, investing a further £50 million in lowering prices and doing everything we can to fight inflation and help our customers enjoy celebrating this year.
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