Sainsbury’s has added 30 fresh and chilled lines to its Aldi Price Match campaign today, and upped the total to 260 products, as it focuses on higher volume lines.
The number of items Sainsbury’s was matching against Aldi fell from 250 to 209 in the run-up to ChristmasLINK, as it pushed prices up on KVIs, though it also added several Christmas productsLINK to the campaign in a bid to attract more shoppers in the festive season.
The refreshed campaign not only returns (and exceeds) the quantum of matching products from the earlier level, but puts more emphasis on best-selling lines, with more than half of the products on the retailer’s Sainsbury’s Quality, Aldi Price Match campaign now fresh produce.
Included in the new wave of 150 Aldi price-matched items are lines such as rump steak (its 225g matured rump steak has been reduced to £2.51 from £2.75), Sainsbury’s high-volume pack of four quarter pounder burgers (down 50p to £2.25) and king prawns (reduced from £2 to £1.67).
In the meantime Sainsbury’s has dropped some lower volume items from the campaign, such as evaporated milk, icing sugar and cider vinegar.
It said other staple everyday items, such as eggs, milk, potatoes and bread, would remain price matched to Aldi as “customers really value knowing they do not need to shop anywhere else for low-priced everyday essentials”.
“We are making bigger investments in value and customers are really appreciating what we’re doing,” said Sainsbury’s CEO Simon Roberts. “We’re starting the new year as we mean to go on and by targeting the items people buy most often and in large volumes we believe we can make a big difference to our customers.
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“We recognise this year is uncertain for many of our customers, with cost of living increases and budgets stretched. I want everyone to be reassured that the combination of Sainsbury’s Quality Aldi Price Match campaign and our Price Lock commitment means our customers will always get great quality and value at Sainsbury’s.”
The campaign runs alongside Sainsbury’s eight-week Price Lock commitment.
Sainsbury’s latest move comes at a time when all major UK grocers are battling mounting inflationary pressures.
Exclusive Assosia data for The Grocer showed that in just one week (between 27 December and 5 January) 6% of all supermarket products increased in price.
This means that almost 10,000 products were more expensive in the new yearLINK, which is more than double the number that increased in price in the same period last year.
Sainsbury’s increased the price of 1,179 products, or 4.6% of its total grocery range, in that week, with a net price increase of 0.9%.
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