// Major supermarkets including Tesco, Sainsbury’s and Morrisons have all kicked off 2023 with pricing campaigns and value incentives

// But are new year promotions and price freezes enough to compete with the unstoppable rise of Aldi and Lidl?

The UK grocery sector was quick out of the promotional blocks this year, extending value ranges, launching price locks and launching other cost-driven incentives designed to keep shoppers spending throughout the bleak month of January.

Morrisons was the first to break cover, investing £16m in slashing prices across 50% of its Savers range on 3 January, when most of the UK was still wondering what day they were supposed to go back to work.

Its announcement was quickly followed by other supermarkets, which unveiled various iterations of tried-and-tested money-saving schemes – such as Waitrose’s Great Savings Event and Tesco’s extended price lock on over 1,000 products.

But are new year promotions and price freezes really enough to compete with the unstoppable rise of the discounters? Or could traditional supermarkets – which are some of the largest businesses in the UK – be doing more to compete with Aldi and Lidl as they look to help shoppers save money this January?

Read the full feature over on Grocery Gazette

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