Sainsbury’s has become the first UK grocer to extend its Aldi Price Match into convenience stores, taking its investment into value to nearly £1bn in four years.

Across Sainsbury’s Local stores, the reduced prices will roll out across breakfast, lunch and dinner essentials, focusing on the go-to items households buy most often, including daily staples like milk, bread, butter, jam, peanut butter, honey, pasta, rice, salad, tuna, chicken, steak, potatoes and vegetable oil.   

The move will replace Pocket Friendly Prices and looks to further simplify the grocer’s value offering across its supermarkets and convenience stores. 

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The news follows a recent reset of the convenience experience, in which the retailer updated store layouts and product ranges to provide shoppers with more choice of products. 

Sainsbury’s chief executive Simon Roberts said: “Our Next Level Sainsbury’s strategy is about giving customers more of what they come to Sainsbury’s for – outstanding value, unbeatable quality food and great service. In our Sainsbury’s Locals, we’ve worked hard to offer market leading prices on essential items and popular breakfast, lunch and dinner staples.

“We have also refreshed our Local store layouts and rebalanced space, increasing the number of products in store by 7% and adding more food on the move products – the primary mission of most convenience shoppers. When you’re shopping in Sainsbury’s Locals, you can be sure of excellent value, quality and choice.”

He added: “With Christmas just around the corner, we know that every penny counts and we are committed to helping our customers make the most of the festive season.”

It comes as last week, the supermarket giant debuted its 2024 Christmas advert which features Roald Dahl’s beloved character the BFG alongside colleagues on a quest for festive food.