Sainsbury’s has added over 100 products to its Aldi Price Match campaign, totalling 800 products which it claims is more than any UK retailer.
Bills are rising, and many households are struggling to make ends meet whilst still being able to have some sort of social life and save money. Now with the warmer temperatures and summer around the corner, beloved supermarket Sainsbury’s is trying to compete with the budget brand.
And shoppers should be able to notice a difference now, as from April 23 the ‘supercharge summer value’ includes summer favourites, picnic essentials and household essentials. For the first time, the initiative will also include some alcoholic beverages, including red, white, and sparkling wines priced matched to Aldi’s. The supermarket is also cutting prices on items such as shower gel, hand wash, period care and cotton pads.
Richard Crampton, Sainsbury’s Commercial Director, Fresh and Convenience said: “With household costs going up, we’re working tirelessly to keep prices low for customers when doing their big shop at Sainsbury’s. 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.”
The Aldi Price Match is also part of a wider saving strategy from Sainsbury’s, aiming to attract customers to do their weekly shopping. This includes Nectar Prices on over 9,000 products, tailored discounts for loyalty members and Low Everyday Prices on over 1,000 big brand products.
Price matching refers to matching a lower product price from a store in a competitive market. By doing so, it helps retailers to build a relationship with their customers, by ensuring that they’re getting the best products at the cheapest price.
The initiative has become common practice among the Big Four supermarkets ( Tesco, Asda, Sainsbury’s, Morrisons ) as the cost-of-living crisis has led shoppers to seek out the cheapest products to save money.
Meanwhile, Asda axed the Aldi Price Match Campaign in January 2025 after a year, leaving Tesco, Morrisons and Sainsbury’s as the three remaining supermarkets. Instead, Asda launched a new “Rollback” scheme, reducing the cost of more than 4,000 products.
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