Sainsbury’s is promising the “biggest-ever Aldi Price Match” scheme, having added over 100 new products to take the total to more than 800 for the first time.
It makes it the biggest Aldi price match campaign offered by any supermarket, according to Sainsbury’s.
It comes after Sainsbury’s scaled back its Aldi Price Match campaign in February, from a peak of 680 to about 570, as revealed by The Grocer at the time.
Meanwhile, Asda axed its scheme altogether in January, leaving Tesco, Sainsbury’s and Morrisons as the three remaining supermarkets with an Aldi price match campaign.
Latest Kantar data showed Aldi’s growth accelerating as household bills rise. Its sales were up by 5.6% year on year in the 12 weeks to 23 March – the fastest they have climbed in over a year – pushing its market share to 11% for the first time, up from 10.7%.
Lidl’s sales grew by 9.1% in the same period, pushing its market share to 7.8%, up from 7.4% a year ago.
New additions to Sainsbury’s Aldi price match campaign include “family essentials across fridge and cupboard fillers and household products, as well as picnic favourites such as dips and quiche”, according to the supermarket.
“With household costs going up, we’re working tirelessly to keep prices low for customers,” said Sainsbury’s commercial director Richard Crampton.
“With the biggest-ever Aldi Price Match, we’re introducing hot weather favourites such as dips, ice cubes and fizz, as well as family staples such as shower gel, cotton wool and period care, ensuring shoppers’ budgets can go even further this summer.”
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