Sainsbury's increases investment in Aldi price match

15th Jun 2022 15:00

(Sharecast News) - Sainsbury's said on Wednesday that it was increasing investment in its campaign to price match discount retailer Aldi as the cost-of-living crisis bites.

The supermarket chain has increased spending on its Sainsbury's Quality, Aldi Price match campaign, which will now cover around 250 products. In addition, the promotion will cover the retailer's 20 most popular product lines - a move that will be more costly for the business.

The discounts will take around a tenth off the price of popular packs of chicken breasts and beef mince, while the price of onions, orange juice, cauliflowers and double cream will also drop.

Rhian Bartlett, Sainsbury's food commercial director, said: "With costs going up, we're working hard to keep our prices low. Customers are watching every penny and we are making it easier for them to buy what they need in our stores.

"Clearer in-store signs and posters will help customers compare the lowest prices - because we know that really matters to people right now."

Last month, Sainsbury's announced a £500m price investment in a bid to help customers with the surging cost of living.

Chief executive Simon Roberts said at the time: "The cost of living is having a huge impact on our customers' and colleagues' lives and we understand that, right now, every penny counts.

"We are determined to stand side by side with our customers and we are relentlessly focused on driving savings that can be reinvested into keeping food prices low. Customers can be reassured that when they shop at Sainsbury's they are getting fantastic value and quality, which means they do not need to go anywhere else to get low prices."