Sainsbury’s has become the first UK grocer to introduce its Aldi Price Match program into convenience stores, increasing its investment in value to nearly £1 billion over four years.
The price cuts will be rolled out in Sainsbury’s Local stores, covering essential breakfast, lunch, and dinner items that households frequently buy. These include everyday staples such as milk, bread, butter, jam, peanut butter, honey, pasta, rice, salad, tuna, chicken, steak, potatoes, and vegetable oil.
This initiative will replace the current Pocket Friendly Prices campaign and aims to simplify the retailer's value offerings across both supermarkets and convenience stores.
The announcement follows a recent update to Sainsbury’s convenience store experience, where the retailer revamped store layouts and product selections to offer shoppers a broader range of items.
Simon Roberts, Sainsbury’s CEO, stated: “Our Next Level Sainsbury’s strategy focuses on providing customers with what they expect from Sainsbury’s: exceptional value, high-quality food, and excellent service. We’ve worked hard to ensure our Sainsbury’s Local stores offer market-leading prices on essential and popular meal staples for breakfast, lunch, and dinner.
“We have also redesigned our Local store layouts and optimized space, increasing the number of available products by 7% and adding more ready-to-eat options for shoppers on the go. When you shop at Sainsbury’s Locals, you can count on fantastic value, quality, and variety.”
He added, “With Christmas around the corner, we know that every penny matters, and we’re dedicated to helping our customers make the most of the festive season.”
This announcement comes shortly after the supermarket chain released its 2024 Christmas advertisement, featuring the beloved Roald Dahl character the BFG, alongside Sainsbury’s staff on a mission for festive food. Photo by Chris J Dixon, Wikimedia commons.