SAINSBURY’S has gone head-to-head with Aldi by pledging to match the discount supermarket on hundreds of foods and household staples.
Supermarkets have seen increased demand this year as shoppers rely on them to supply groceries during the pandemic, which has put pricing and service to the test.
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German-owned supermarket chain Aldi is often ranked among the cheapest food brands and it even has a bargain hour where food prices are slashed by 75%.
This could threaten Sainsbury’s large market share and it has now launched a price war by committing to match around 250 equivalent Aldi products.
Reductions include a 225g 21-day matured rump steak that has been cut from £2.50 to £2.32 and 1kg chicken breast fillets that have been reduced from £5 to £4.79.
An equivalent 195g 21-day matured rump steak at Aldi is currently 7p more expensive at £2.39.
How Sainsbury’s Aldi price match compares
Sainsbury’s has promised to match Aldi on hundreds of products. Here are some of the reductions
- 15 chorizo slices
Equivalent Aldi product: Deli Chorizo slices
Previous Sainsbury’s price: 90p New price: 46p – 44p saving
- Malted Milk Biscuits
Equivalent Aldi product: Belmont Malted Milk Biscuits
Previous Sainsbury’s price: 55p New price: 29p – 26p saving
- Plain flour 1.5kg
Equivalent Aldi product: The Pantry Plain Flour
Previous Sainsbury’s price: 80p New price: 45p – 35p saving
- J.James Cooked Ham 120g
Equivalent Aldi product: Belmont MaltedAshfield Farm Cooked Ham 14 Slices
Previous Sainsbury’s price: 85p New price: 48p – 37p saving
- Imperfectly Tasty Baby Potatoes
Equivalent Aldi product: Nature’s Pick Baby Potatoes
Previous Sainsbury’s price: 95p New price: 65p – 30p saving
- Stamford Street Beef Lasagne
Equivalent Aldi product: Inspired Cuisine Beef Lasagne
Previous Sainsbury’s price: 90p New price: 69p – 21p saving
- White Pitta 6 Pack
Equivalent Aldi product: Village Bakery White Pitta Bread 6 Pack
Previous Sainsbury’s price: 45p New price: 35p – 10p saving
- Kiwi Fruit 6 Pack
Equivalent Aldi product: Nature’s Pick Kiwi Fruit 6 Pack
Previous Sainsbury’s price: 85p New price: 67p – 18p saving
- 10% Fat Meatballs 700g
Equivalent Aldi product: Ashfield Farm 24 Beef Meatballs 680g 6 Pack
Previous Sainsbury’s price: 3.80 New price: £3.08 – 72p saving
- Wild Valley Red 75cl
Equivalent Aldi product: Baron St Jean Red Wine 75cl
Previous Sainsbury’s price: £3.50 New price: £2.99 – 51p saving
- Fairtrade Bananas 5 Pack
Equivalent Aldi product: Nature’s Pick Bananas 5 Pack
Previous Sainsbury’s price: 80p New price: 69p – 11p saving
- Mary Ann’s Dairy Vanilla Yoghurt 4
Equivalent Aldi product: Brooklea Vanilla Fat Free Yogurt
Previous Sainsbury’s price: 85p New price: £75p – 10p saving
- 2 Haddock Fishcakes
Equivalent Aldi product: The Fishmonger Haddock Fishcakes
Previous Sainsbury’s price: £1.30 New price: £1.15- 15p saving
- 21 Day Matured Rump Steak
Equivalent Aldi product: Ashfield Farm 21 Day Matured Rump Steak
Previous Sainsbury’s price: £2.50 New price: £2.32- 18p saving
- Chicken breast fillets
Equivalent Aldi product: Ashfield Farm British Chicken Breast Fillets
Previous Sainsbury’s price: £5 New price: £4.79- 21p saving
Its chicken breast fillets are the same price as Sainsbury’s at £4.79.
Shoppers can also get a bag of Sainsbury’s plain flour for 45p, which has been reduced from 80p. This is the same as Aldi.
Simon Roberts, chief executive of Sainsbury’s, said the supermarket was determined to help customers save money during these tough times.
He said: “Our new commitment to match Aldi prices on hundreds of our most popular products will mean our customers can be confident that they are getting the quality they expect from Sainsbury’s at great prices.”
It comes after Tesco launched a price war with Aldi last year, which promises to match Aldi on hundreds of cupboard staples.
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