Sainsbury’s is taking on Aldi as it opens a new front in the supermarket price war.
The supermarket has today launched Aldi Price Match, having reduced the price of around 250 staple grocery products.
The price-matching campaign has the same name and similar branding as one launched by Tesco last March.
The scheme includes products across the meat & fish, dairy, frozen, fruit & veg, bakery, drinks, food cupboard and toiletries categories. It said prices were matched against equivalent products at the discounter. They do not take into account Aldi’s promotions and in some cases prices have been pro-rated to reflect different pack sizes and product weights.
Reductions include cutting the price of By Sainsbury’s plain flour 1.5kg from 80p to 45p and By Sainsbury’s 2 Smoked Basa Fillets 240g from £2.50 to £2.39.
Sainsbury’s said the launch was the first major strategy move under CEO Simon Roberts’ ‘food first’ plan to put food back at the heart of the business.
“We are making great progress delivering our food first plan and I’m determined that in these tough times, we do even more to help our customers save money,” 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.”
Sainsbury’s said the move would further strengthen its value credentials and sit alongside its current Price Lock scheme, which involves the reduction of prices of around 2,500 branded and own-label items for an eight-week period.
Aldi pointed to a Grocer 33 comparison in December that found it to be 20% cheaper than Sainsbury’s. A basket of 33 products came to £48.23 at Aldi compared with £60.54 for an equivalent shop at Sainsbury’s.
It said the price difference was so great that Sainsbury’s campaign lacked credibility.
The discounter was this morning examining the comparisons, and said it would discount as necessary to maintain its price margin over any competitor on comparable products.
|Sainsbury’s product||Equivalent Aldi product||Previous Sainsbury’s price||New Sainsbury’s price||Price difference|
15 Chorizo Slices 70g
The Deli Chorizo Slices 120g
Malted Milk Biscuits 200g
Belmont Malted Milk Biscuits 200g
Plain Flour 1.5kg
The Pantry Plain Flour 1.5kg
J.James Cooked Ham 120g
Ashfield Farm Cooked Ham 14 Slices 300g
Imperfectly Tasty Baby Potatoes 1kg
Nature’s Pick Baby Potatoes 1kg
Stamford Street Beef Lasagne 400g
Inspired Cuisine Beef Lasagne 400g
White Pitta 6 Pack
Village Bakery White Pitta Bread 6 Pack
Kiwi Fruit 6 Pack
Nature’s Pick Kiwi Fruit 6 Pack
10% Fat Meatballs 700g
Ashfield Farm 24 Beef Meatballs 680g
Hubbard’s Tomato Ketchup 460g
Bramwells Tomato Ketchup 650g
Wild Valley Red 75cl
Baron St Jean Red Wine 75cl
Hubbard’s Honey 340g
Everyday Essentials Clear Honey 340g
Nature’s Pick Celery Each
Fairtrade Bananas 5 Pack
Nature’s Pick Bananas 5 Pack
Imperfectly Tasty Carrots 1kg
Everyday Essentials Carrots 1.5kg
Mary Ann’s Dairy Vanilla Yoghurt 450g
Brooklea Vanilla Fat Free Yogurt 450g
2 Haddock Fishcakes 270g
The Fishmonger Haddock Fishcakes 270g
Greengrocer Peas 850g
Everyday Essentials Garden Peas 907g
Imperfectly Tasty Green Beans 220g
Nature’s Pick Green Beans 220g
21 Day Matured Rump Steak 225g
Ashfield Farm 21 Day Matured Rump Steak 195g
Greengrocer Berry Mix 1kg
Four Seasons Four Berry Medley 1kg
2 Smoked Basa Fillets 240g
The Fishmonger 2 Boneless Smoked Basa Fillets 250g
Chicken Breast Fillets 1kg
Ashfield Farm British Chicken Breast Fillets 1kg