Sainsbury’s increases investment in Aldi’s price match

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Sainsbury’s said on Wednesday it was increasing investment in its campaign to match discount retailer prices Aldi as the cost of living crisis rages.

The supermarket chain has increased spending on its Sainsbury’s Quality, Aldi Price Match campaign, which will now cover around 250 products. Additionally, the promotion will cover the retailer’s 20 most popular product lines – a move that will be more costly for the company.

The discounts will slash the price of popular chicken breast and ground beef packs by about a tenth, while the price of onions, orange juice, cauliflower and double cream will also drop.

Rhian Bartlett, Sainsbury’s Food Commercial Director, said: “As costs rise, we are working hard to keep our prices low. Customers are watching every penny and we are making it easier for them to buy what they need from our stores. .

“Clearer signs and displays in store will help customers compare the lowest prices, because we know this really matters to people right now.”

Last month, Sainsbury’s announced a £500million price investment to help customers cope with the soaring cost of living.

Chief Executive Simon Roberts said at the time: “The cost of living has a huge impact on the lives of our customers and colleagues and we understand that at this time every penny counts.

“We are committed to being on the side of our customers and we are relentlessly focused on delivering savings that can be reinvested in keeping food prices low. Customers can be reassured that when they shop at Sainsbury’s they get fantastic value and quality meaning they don’t have to go anywhere else to get low prices.”

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