Sainsbury's has issued a message on prices to all its customers who also shop at Aldi amid the ongoing cost of living crisis.
The supermarket giant has ramped up its value campaign with the German grocer by announcing that they have matched their prices across 250 products.
The latest value promotion will include 20 of their most popular products and clear "Aldi Price Match" signage will help shoppers find the matched products.
It comes as multiple supermarkets have been introducing price matches and reduction campaigns in stores to help shoppers keep costs low amidst rising prices.
Just recently, both Asda and Morrisons announced major price cut campaigns across hundreds of weekly shopping essentials in store and online.
The Manchester Evening News reports that the latest discounts will knock around a 10th of the price off popular packs of chicken breasts and beef mince.
The pricing strategy comes as shoppers face rampant inflation, which leapt to a 40-year-high of 9% in April and is expected to rise further. The Office for National Statistics also revealed that food and drink inflation rose to 6.8% for the month.
Rhian Bartlett, Sainsbury’s food commercial director, said: “With costs going up, we’re working hard to keep our prices low. Customers are watching every penny and we are making it easier for them to buy what they need in our stores.
“Clearer in-store signs and posters will help customers compare the lowest prices – because we know that really matters to people right now.”
The price of onions, orange juice, cauliflowers and double cream will drop in the latest batch of changes.
Last month, Sainsbury’s chief executive officer Simon Roberts told reporters that he has sought to improve customers’ price perception of the brand, as some saw it as “too expensive” despite efforts to reduce prices.
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