Sainsbury’s eyes fresh round of price cuts to battle Aldi

Sainsbury's
The move is central to Sainsbury's chief executive Simon Roberts’ strategy to put “food back at the heart of the business”
// 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.


READ MORE: Sainsbury’s CEO paid £583K bonus despite full year loss of £261m


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.”

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4 COMMENTS

  1. Didn’t Sainos get caught out raising a load of prices when they first did this. Cynical me reckons they are just now reversing these and using them as a marketing push… Maybe not.

  2. So… how are Sainsbury’s actually funding this? Are they going to be expecting suppliers (who are already subject to so many extra costs, standards and audits due to Sainsburys’ quality and technical requirements) to be cutting their selling prices to Sainsburys?
    Very ambitious of Sainsburys to be looking to meet Aldi prices, when it’s not really comparable.
    Yet another example of supermarkets cutting the knees out from under suppliers to make themselves look good.

  3. Sainsbury are still uncompetitive on price and with Morrison’s and Asda likely MBO must be a candidate for the same.

    They are not a strong brand any more and haven’t been for years.

  4. Today I thought I would try the WELL ADVERTISED price match Sainsbury has with Aldi…went to look at a basic…long life milk…. 55p a litre at Aldi and 85p at Sainsbury, so my question is where is the match?
    Milk is an essential basic item for most people, so until Sainsbury can absolutely price match, I will unfortunately have to buy my milk from Aldi

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