Sainsbury’s Extends Aldi Price Match Offer To Biggest In The Market
Amid talk of an Asda-led price war in the grocery sector, Sainsbury’s has boosted its commitment to value with an expansion of its Aldi Price Match range.
The supermarket has added over 100 products, including more fridge and cupboard essentials, household products, and summer lines. The expansion means Sainsbury’s will now offer 800 products price-matched to Aldi, more than any other retailer.
New own-label products added to the scheme include kitchen towels, handwash, shower gel, sausages, feta, prosecco, champagne, wine, quiche, and houmous.
“With household costs going up, we’re working tirelessly to keep prices low for customers when doing their big shop at Sainsbury’s,” said Richard Crampton, Sainsbury’s Commercial Director – Fresh and Convenience.
“With the biggest ever Aldi Price Match, we’re introducing hot weather favourites such as dips, ice cubes and fizz, as well as family staples such as shower gel, cotton wool and period care, ensuring shoppers’ budgets can go even further this summer.”
Last week, Sainsbury’s said it expects its earnings to flatline this year in order to remain competitive. The statement came days after Tesco forecast lower profits to give it the flexibility to reduce prices in response to Asda’s efforts to win back shoppers.
After posting robust annual results, Sainsbury’s Chief Executive Simon Roberts stressed the group was committed to sustaining its “strong competitive position” and ensuring customers get “great value”.
The pledge came weeks after Asda’s Chairman Allan Leighton said that his business was prepared to take a significant hit to its profit to finance a shift to a new ‘Asda Price’ that is 5% to 10% lower than its rivals in a bid to recover lost market share.
NamNews Implications:
* If 800, why not 1,000…?
* In fact, always a puzzle why the UK mults did not respond to the arrival of discounters with a couple of ‘Aldi-aisles’ offering a replication of the discounter’s then limited range offering…
* …and possibly halting them in their tracks…
* …or at least slowing their progress maybe?
Sainsburys AldiPriceMatch
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