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![\"Sainsbury's](\"https:\/\/www.retailgazette.co.uk\/wp-content\/uploads\/2022\/12\/sains-aldi-ST-696x522.jpg\" "\\"Halifax,,Uk,-,April,05,,2021:,View,Of,Interior,Of\\"\/")
\/\/ <\/span>Sainsbury\u2019s CEO Simon Roberts has pledged to invest \u00a3550m in keeping prices low<\/h6>\n\/\/ <\/span>The move is part of Roberts\u2019 strategy to \u2018take on Aldi\u2019 as shoppers look to cut costs<\/h6>\nSainsbury\u2019s CEO Simon Roberts has pledged to invest \u00a3550m in keeping prices low over the next two years as the supermarket battles with losing trade to discounters amid the ongoing cost-of-living crisis.<\/p>\n
Speaking to the Mail on Sunday, Roberts revealed that Sainsbury\u2019s is going to \u201cinvest \u00a3550m over two years in being more competitive\u201d, as part of its strategy to \u201ctake on Aldi\u201d.<\/p>\n
Of this, more than \u00a315 million has been set aside specifically go towards fighting rising costs \u2013 with food price inflation at a record-breaking 16.4% last month \u2013 and keeping prices low during the 2022 festive period.<\/p>\n
\u201cIt is really tough. Customers are watching every penny, every pound,\u201d said Roberts, who is prepared to see profits drop in the short-term in order to make sure Sainsbury\u2019s remains competitive in the market.<\/p>\n
Subscribe to Retail Gazette for free<\/strong><\/h5>\nSign up\u00a0here\u00a0to g<\/span>et the latest news straight into your inbox each morning<\/span><\/p>\nA key part of this focus on pricing has been the popular Aldi price match campaign, which was introduced earlier in the year\u00a0and has now been rolled out across hundreds of everyday items and customer favourites.<\/p>\n
\u201cOn a lot of products that people buy every week, we are price matching to Aldi,\u201d he said. \u201cSo they are getting Sainsbury\u2019s quality and an Aldi price.\u201d<\/p>\n
Much has been made of the consumer migration to the cheaper German grocers over the past year, with Aldi taking \u00a3170m of sales from the former \u2018Big 4\u2019 this summer, before\u00a0finally overtaking Morrisons to become the UK\u2019s fourth-largest supermarket.<\/p>\n
While recognising the threat posed by Aldi and Lidl \u2013 he says there is \u201czero room for complacency\u201d \u2013 Roberts argues that while cost-of-living remains top of the agenda for now, shoppers don\u2019t only care about the cost.<\/p>\n
\u201cWe are seeing more customers coming back to us from the discounters,\u201d he said, pointing out that the limited range offered by the discounters can\u2019t match that of a typical Sainsbury\u2019s store, which offers over 30,000 food products.<\/p>\n
\u201cDo you want to go to lots of places for what you need or one place? Time is precious, not just money.\u201d<\/p>\n
Sainsbury\u2019s CEO Simon Roberts has pledged to invest \u00a3550m in keeping prices low over the next two years as the supermarket battles with losing trade to discounters amid the ongoing cost-of-living crisis.<\/p>\n
Speaking to the Mail on Sunday, Roberts revealed that Sainsbury\u2019s is going to \u201cinvest \u00a3550m over two years in being more competitive\u201d, as part of its strategy to \u201ctake on Aldi\u201d.<\/p>\n
Of this, more than \u00a315 million has been set aside specifically go towards fighting rising costs \u2013 with food price inflation at a record-breaking 16.4% last month \u2013 and keeping prices low during the 2022 festive period.<\/p>\n
\u201cIt is really tough. Customers are watching every penny, every pound,\u201d said Roberts, who is prepared to see profits drop in the short-term in order to make sure Sainsbury\u2019s remains competitive in the market.<\/p>\n
Subscribe to Retail Gazette for free<\/strong><\/h5>\nSign up\u00a0here\u00a0to g<\/span>et the latest news straight into your inbox each morning<\/span><\/p>\nA key part of this focus on pricing has been the popular Aldi price match campaign, which was introduced earlier in the year\u00a0and has now been rolled out across hundreds of everyday items and customer favourites.<\/p>\n
\u201cOn a lot of products that people buy every week, we are price matching to Aldi,\u201d he said. \u201cSo they are getting Sainsbury\u2019s quality and an Aldi price.\u201d<\/p>\n
Much has been made of the consumer migration to the cheaper German grocers over the past year, with Aldi taking \u00a3170m of sales from the former \u2018Big 4\u2019 this summer, before\u00a0finally overtaking Morrisons to become the UK\u2019s fourth-largest supermarket.<\/p>\n
While recognising the threat posed by Aldi and Lidl \u2013 he says there is \u201czero room for complacency\u201d \u2013 Roberts argues that while cost-of-living remains top of the agenda for now, shoppers don\u2019t only care about the cost.<\/p>\n
\u201cWe are seeing more customers coming back to us from the discounters,\u201d he said, pointing out that the limited range offered by the discounters can\u2019t match that of a typical Sainsbury\u2019s store, which offers over 30,000 food products.<\/p>\n
\u201cDo you want to go to lots of places for what you need or one place? Time is precious, not just money.\u201d<\/p>\n
A key part of this focus on pricing has been the popular Aldi price match campaign, which was introduced earlier in the year\u00a0and has now been rolled out across hundreds of everyday items and customer favourites.<\/p>\n
\u201cOn a lot of products that people buy every week, we are price matching to Aldi,\u201d he said. \u201cSo they are getting Sainsbury\u2019s quality and an Aldi price.\u201d<\/p>\n
Much has been made of the consumer migration to the cheaper German grocers over the past year, with Aldi taking \u00a3170m of sales from the former \u2018Big 4\u2019 this summer, before\u00a0finally overtaking Morrisons to become the UK\u2019s fourth-largest supermarket.<\/p>\n
While recognising the threat posed by Aldi and Lidl \u2013 he says there is \u201czero room for complacency\u201d \u2013 Roberts argues that while cost-of-living remains top of the agenda for now, shoppers don\u2019t only care about the cost.<\/p>\n
\u201cWe are seeing more customers coming back to us from the discounters,\u201d he said, pointing out that the limited range offered by the discounters can\u2019t match that of a typical Sainsbury\u2019s store, which offers over 30,000 food products.<\/p>\n
\u201cDo you want to go to lots of places for what you need or one place? Time is precious, not just money.\u201d<\/p>\n