Sainsbury’s to match Aldi on 100s of prices

Around 250 products – including Sainsbury’s and branded meat, chicken, fresh fruit and vegetables and dairy – will be price matched to the equivalent product at Aldi.

Chief executive, Simon Roberts, 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 new campaign will sit alongside its current Price Lock initiative.