Sainsbury's takes drastic action to get shoppers to 'ditch' Aldi

Sainsbury’s is taking action to try and entice shoppers to ditch Aldi and shop with the supermarket giant instead. The retailer has invested nearly £1 billion in value since setting out to put food back at the heart of its business four years ago.

Sainsbury’s is the first retailer to add up to 200 products to Aldi Price Match in its Local stores. Offering market leading convenience prices on the most popular breakfast, lunch and dinner products, including milk, bread, butter, baked beans, chicken, tuna, pasta, rice and fresh herbs and vegetables.

It follows recent improvements to Sainsbury’s Locals like increasing products in store by 7 per cent, adding more ‘food on the move’ ranges and refreshing layouts. The retailer has breakfast, lunch and dinner essentials covered. Focusing on the go-to items households buy most often, it includes daily staples like milk, bread, butter, jam, peanut butter, honey, pasta, rice, salad, tuna, chicken, steak, potatoes and vegetable oil.

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Replacing Pocket Friendly Prices and further simplifying the grocer’s value offering across its supermarkets and convenience stores, the move comes in time for Christmas preparations and will support customers in making budgets go even further over the festive season and beyond.

Simon Roberts, Chief Executive at Sainsbury's, said: “Since setting out to put food back at the heart of our business four years ago, we’ve invested nearly £1 billion in value. Our Next Level Sainsbury’s strategy is about giving customers more of what they come to Sainsbury’s for – outstanding value, unbeatable quality food and great service.

“In our Sainsbury’s Locals, we've worked hard to offer market leading prices on essential items and popular breakfast, lunch and dinner staples. We have also refreshed our Local store layouts and rebalanced space, increasing the number of products in store by 7 per cent and adding more food on the move products – the primary mission of most convenience shoppers. When you’re shopping in Sainsbury’s Locals, you can be sure of excellent value, quality and choice.

“With Christmas just around the corner, we know that every penny counts and we are committed to helping our customers make the most of the festive season."