// Sainsbury’s to match prices with Aldi across hundreds of products
// The price match covers meat, chicken, fresh fruit and vegetables and dairy
// The price match is the first new initiative of chief executive Simon Roberts’ plans
Sainsbury’s has said it will begin matching prices with German discounter Aldi on hundreds of grocery items in a bid to fight for market share.
The commitment will offer customers 250 Sainsbury’s quality products that match the prices found at Aldi.
The price match covers Sainsbury’s and branded products, focusing on customer favourites such as meat, chicken, fresh fruit and vegetables and dairy.
The price match is the first new initiative of chief executive Simon Roberts’ plan, announced back in November, to “put food back at the heart of the business”.
“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,” Roberts said.
“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.”
The campaign supports Sainsbury’s overall value offer and will sit alongside its popular Price Lock campaign.
Currently around 2500 everyday products are on Price Lock for at least eight weeks.
The initiative follows a similar venture from rival Tesco, which announced in March last year that it will slash prices on own-label and branded products as part of its strategy to attract customers into its stores instead of Aldi or Lidl.