// Sainsbury’s will reduce the cost of 60 staples across fruit, vegetables, meat and dairy
// The grocer will invest £50m in new Aldi price match campaign
// Sainsbury’s cut prices across 250 items in February
Sainsbury’s is set to launch a fresh round of price cuts after the Aldi price match made a “significant difference”.
The Big 4 grocer will reduce the cost of 60 staples across fruit, vegetables, meat and dairy by the end of the month by investing £50 million.
Tesco, Asda and Morrisons have also launched an Aldi price match over the last 18 months to compete with the German discounter.
The move is central to Sainsbury’s chief executive Simon Roberts’ strategy to put “food back at the heart of the business”.
Sainsbury’s cut prices across 250 items in February.
A further 43 items will be reduced on Wednesday with the remaining discounts applied by the end of the month.
“Now more than ever we know we need to do more to deliver the great quality customers expect from Sainsbury’s, at great prices,” Sainsbury’s food commercial director, Rhian Bartlett said.
“It’s our mission to help everyone eat better and these price reductions are the latest step to show how serious we are about delivering on this promise to customers.
“Including everyday items and recipe essentials, we hope this will help shoppers save on their groceries and enjoy the month ahead.”