Aldi has undercut Sainsbury’s by selling turkeys at the cheapest price of all the main UK supermarkets.
The discount grocer is currently selling turkeys for £4.19 per kg – with an average size turkey weighing 4.495kg costing customers £18.83.
The move comes as just last week, Sainsbury’s announced it is selling a Christmas roast dinner for less than £4 a head, as it invests a further £50 million in its value plan.
Subscribe to Grocery Gazette for free
However, according to the supermarket giant, it has been able to hold the price of a traditional fresh Christmas dinner compared with last year, reassessing customers they are not forking out more despite inflation.
“We really understand that millions of households are having to make really tough decisions this Christmas and our job is to do everything we can to help with the rising costs of living,” Sainsbury’s CEO, Simon Roberts said.
Aldi managing director of buying Julie Ashfield added: “At Aldi we believe that access to tasty, high-quality food is a right – and Christmas dinner is no exception.
“Christmas is an expensive time for most families up and down the UK, but we’re dedicated to providing our customers with delicious, premium quality products at the lowest prices possible.”