Sainsbury’s has become the first supermarket in the UK to price-match discounter Aldi across its convenience store estate.
From today, Sainsbury’s has price-matched 200 products available at its Local c-stores, as part of what it called “giving customers the gift of value in the lead up to Christmas”.
The supermarket giant said it would offer “leading convenience prices” on products such as milk, bread, butter, baked beans, chicken, tuna, pasta, rice, fresh herbs and fresh vegetables.
The announcement follows Sainsbury’s increasing product availability in its c-stores by 7%, adding more food-on-the-move ranges and refreshing store layouts and taking the retailer’s price investment to £1bn over the last four years.
Chief executive Simon Roberts said: “Since setting out to put food back at the heart of our business four years ago, we’ve invested nearly £1bn 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% 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.”
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