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Sainsburys Aldi price match

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 productEquivalent Aldi productPrevious Sainsbury’s priceNew Sainsbury’s pricePrice difference

15 Chorizo Slices 70g

The Deli Chorizo Slices 120g

£0.90

£0.46

£0.44

Malted Milk Biscuits 200g

Belmont Malted Milk Biscuits 200g

£0.55

£0.29

£0.26

Plain Flour 1.5kg

The Pantry Plain Flour 1.5kg

£0.80

£0.45

£0.35

J.James Cooked Ham 120g

Ashfield Farm Cooked Ham 14 Slices 300g

£0.85

£0.48

£0.37

Imperfectly Tasty Baby Potatoes 1kg

Nature’s Pick Baby Potatoes 1kg

£0.95

£0.65

£0.30

Stamford Street Beef Lasagne 400g

Inspired Cuisine Beef Lasagne 400g

£0.90

£0.69

£0.21

White Pitta 6 Pack

Village Bakery White Pitta Bread 6 Pack

£0.45

£0.35

£0.10

Kiwi Fruit 6 Pack

Nature’s Pick Kiwi Fruit 6 Pack

£0.85

£0.67

£0.18

10% Fat Meatballs 700g

Ashfield Farm 24 Beef Meatballs 680g

£3.80

£3.08

£0.72

Hubbard’s Tomato Ketchup 460g

Bramwells Tomato Ketchup 650g

£0.44

£0.37

£0.07

Wild Valley Red 75cl

Baron St Jean Red Wine 75cl

£3.50

£2.99

£0.51

Hubbard’s Honey 340g

Everyday Essentials Clear Honey 340g

£0.99

£0.85

£0.14

Celery

Nature’s Pick Celery Each

£0.50

£0.43

£0.07

Fairtrade Bananas 5 Pack

Nature’s Pick Bananas 5 Pack

£0.80

£0.69

£0.11

Imperfectly Tasty Carrots 1kg

Everyday Essentials Carrots 1.5kg

£0.40

£0.35

£0.05

Mary Ann’s Dairy Vanilla Yoghurt 450g

Brooklea Vanilla Fat Free Yogurt 450g

£0.85

£0.75

£0.10

2 Haddock Fishcakes 270g

The Fishmonger Haddock Fishcakes 270g

£1.30

£1.15

£0.15

Greengrocer Peas 850g

Everyday Essentials Garden Peas 907g

£0.58

£0.52

£0.06

Imperfectly Tasty Green Beans 220g

Nature’s Pick Green Beans 220g

£0.75

£0.69

£0.06

21 Day Matured Rump Steak 225g

Ashfield Farm 21 Day Matured Rump Steak 195g

£2.50

£2.32

£0.18

Greengrocer Berry Mix 1kg

Four Seasons Four Berry Medley 1kg

£2.50

£2.39

£0.11

2 Smoked Basa Fillets 240g

The Fishmonger 2 Boneless Smoked Basa Fillets 250g

£2.50

£2.39

£0.11

Chicken Breast Fillets 1kg

Ashfield Farm British Chicken Breast Fillets 1kg

£5.00

£4.79

£0.21

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