Sainsbury’s has ramped up its price war against Aldi as the cost of living crisis continues to hit shoppers.
The Big Four supermarket said it has now price matched 250 items against its budget rival.
The promotion will cover 20 of the most popular product lines, while clearer signage will allow shoppers to know which items have been price matched.
Some of the items that have been reduced include 640g chicken breast, which is now priced at £3.50 like Aldi.
The price of Sainsbury’s 500g beef mince will be reduced to £1.89.
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Butter, onions, oven chips, iced lollies and cauliflower will also be added to the price match campaign.
It takes the total volume of price matched goods to 6%, according to Sainsbury’s.
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.”
Sainsbury’s first launched its price match against Aldi in February 2021, following in the footsteps of rival Tesco.
The Big Four grocers are battling to win back customers following huge increases in the number of people shopping at Aldi and Lidl.
Latest data from market researcher Kantar showed Aldi and Lidl were the fastest growing supermarkets over the 12 weeks to May 15.
Sales were up 5.8% and 6.0% respectively, as shoppers switch to the budget chains to save money, giving Aldi and Lidl now a record combined market share of 15.9% of the supermarket sector.
Tesco, the biggest grocer in the UK, increased its market share by 0.4 percentage points to 27.4%.
Grocery inflation hit 7% in the four weeks to May 15, up from 5.9% just one month ago, market researcher Kantar said.
Kantar said the products where prices are rising fastest include dog food, savoury snacks and fresh beef.
The cost of a family fry up with toast, eggs, sausages, bacon and beans has risen 40p since last year - up to £6.93.
Prices are going up off the back of increased costs for food producers, including energy and fuel.
The war in Ukraine is also pushing up costs, with Russia being one of the key suppliers of wheat and fertiliser.
