Sainsbury’s ramps up price war with discounter Aldi

SAINSBURY’S has escalated its price war against German discounters as soaring living costs weigh on shoppers.

The UK’S second largest supermarket chain said it would match Aldi prices for its top 20 best-selling lines, adding to the number of items included in its campaign. Sainsbury’s 640g chicken breast will now cost the same as Aldi’s, at £3.50, while the price of its 500g beef mince will reduce to £1.89.

The retailer now has a total of 250 products price-matched to Aldi, in a bid to stop cash-strapped shoppers switching to discounters.

It said the campaign, which was launched in Feb 2021, accounts for more than 6pc of its volume and “this will continue to grow” as customers face a cost of living crisis. Rival Tesco also matches Aldi on some products.

Inflation hit 9pc in April, its highest level for four decades and is expected to reach double digits later this year.

Rhian Bartlett, Sainsbury’s food commercial director, said: “With costs going up, we’re working hard to keep our prices low.”