Two supermarkets continue trend of grocery retailers cutting prices

Sainsbury's has introduced Low Everyday Prices

Sainsbury’s has introduced Low Everyday Prices

Sainsbury’s and Waitrose have become the latest grocery retailers to announce a raft of price reductions this week, as the supermarket price war intensifies.

Sainsbury’s announced the launch of its latest value offering, Low Everyday Prices, which it described as “market low prices on selected big brand products customers love”.

The new offering gives customers value on over 1,000 branded lines, and adds to its existing range of discounted proudcts under the Aldi Price Match and Nectar Prices banners.  

Low Everyday Prices replaces Price Lock and complements the retailer’s Aldi Price Match campaign, which is now available on 550 products. The retailer explained it allows it to offer low prices on a selection of big brand products, many of which aren’t available in Aldi.

Chief executive Simon Roberts said: “As the weather gets warmer and the evenings lighter, we’re well prepared to support our customers with great value as they get ready to socialise more. One of the ways we’re doing this is through the launch of Low Everyday Prices, a simpler way of showcasing our value which allows us more flexibility to respond more quickly to the market.”

Fresh produce among Waitrose reductions

Meanwhile, Waitrose announced that from this week it is lowering the prices of over 200 popular, weekly shop products including everyday foods like chicken breasts, potatoes, butter and cream.

The new investment in cutting prices has also focused on a wider range of healthier products, with 40 per cent of the products having the Waitrose Good Health certification.

They include 1.5kg of Duchy Organic potatoes, down 19 per cent at £1.95; 260g of Essential spinach, 11 per cent off at £1.55; and a kilo of Essential loose leeks, 7 per cent down at £2.75.

“Our commitment to giving our customers great value for money continues with our latest investment in price,” said Charlotte Di Cello, commercial director for Waitrose. “We are focusing on even more weekly shop staples as well as a large range of organic ingredients which our customers love.

“We continue to offer market-leading quality on our higher-welfare products, such as chicken and outdoor-bred pork alongside our best seasonal fruit and vegetables. As always, our quality won’t change but our prices will drop allowing customers to enjoy great value with no compromise.

“As we approach the warmer months, seasonal produce will be in abundance, and with the addition of our ‘In Season’ section on, customers can easily find our top-quality, seasonal products with a simple click.”