Sainsbury’s has said that the scheme is launching to “help shoppers who are working hard to balance budgets, with the events of the past year continuing to put pressure on people’s purses”. The price war will see hundreds of popular food and drinks items reduced to the same price as Aldi.
With discount supermarkets Aldi and Lidl becoming increasingly popular, customers are turning to the chains to get more for their money.
Sainsbury’s, which is the UK’s second largest grocery chain, is now joining Tesco in reducing prices across 250 popular items.
These will include meat, chicken, fresh fruit and dairy.
Mark Given, Chief Marketing Officer, said the price reductions will be funded by a “significant investment” by the supermarket.
READ MORE: Some Tesco and Sainsbury’s stores cost shoppers an extra £320 a year
Shoppers will even be able to pick up a 21-day matured rump steak reduced from £2.50 to £2.32.
Other items in the price match include foods like chicken breasts, smoked Basa fillets as well as frozen fruit.
Chicken breasts will be reduced from £5 to £4.79 for a kilo while frozen berry mix will be available to pick up for £2.39, reduced from £2.50.
The price match is the first part of Chief Executive Simon Roberts’ plan announced in November to put food back “at the heart of the business”.
He said: “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.
“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.”
The campaign will sit alongside Sainsbury’s popular Price Lock scheme which currently sees 2,500 everyday products on Price Lock for at least eight weeks.
Rival supermarket Tesco announced is Aldi price-match scheme back in March and extended it in September.
It was initially launched with 200 frozen products but it was soon extended to include 300 groceries including fresh produce.
The offer can only be redeemed to Clubcard customers.
Alessandra Bellini, Tesco Chief Customer Officer said: “We know that great value matters to customers more than ever before, that’s why, to reward our loyal customers, we’re offering everyone with a Tesco Clubcard access to hundreds of exclusive deals.
“We’re also offering everyday low prices on hundreds of products so that customers can get clear and consistent prices on the products they buy regularly.”