Aldi Price Match became a copycat trend among the traditional supermarkets in recent years. However, it looks as though u-turn is now taking place.

Earlier this month, Asda kicked off the changes as it completely axed its Aldi and Lidl price match after a mere 12 months. Meanwhile Tesco and Sainsbury’s have trimmed the number of products included in their campaigns.

The changes come despite the retailers ramping up their schemes over the years. Sainsbury’s became the first UK grocer to price match Aldi in convenience stores, while Morrisons recently expanded its scheme to over 500 everyday essentials.

So why are these stores scaling back or ditching their schemes, is it the right move and is there a bright future for price matching the discounters?

Read the full feature on Grocery Gazette

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