Photo courtesy of Sainsbury's

Sainsbury’s prices veg at 19p to compete with Aldi Super Six Christmas deals

Produce Business report

Keenly aware of the potential impact of discount retail during the final weeks of the year, Sainsbury’s says it will be doing its own trimming of prices for shoppers up until Christmas and giving them the highest-quality vegetables, meat and fish in the process.

One of the key ingredients to any festive meals are vegetables, and Sainsbury’s is pricing potatoes, sprouts, carrots, cabbage, swede and parsnips for 19p per pack.

This year’s bonus for consumers is part of Sainsbury’s Quality, Aldi Price Match which began early this year and which the retailer says will move into 2022, with COVID-19 continuing to challenge families. Aldi has priced carrots, white potatoes, parsnips, red and white cabbage, Brussels sprouts and swedes at 19p as part of its Super Six Christmas Deals.

“This year more than ever people want to relax and enjoy their festive celebrations with families and friends,” Sainsbury’s Chief Marketing Officer Mark Given says. “This year more than ever people want to relax and enjoy their festive celebrations with families and friends. But, it’s clear times are difficult for many and people need to save money where they can.  I am excited to launch our biggest ever value campaign. From today I can promise that everyone who buys their dinner with Sainsbury’s can be safe in the knowledge they won’t find a better value or more delicious Christmas dinner anywhere else.”

Sainsbury’s is also doing its part during the Christmas period to help others, donating excess food to Neighbourly to help charities, schools and other food centres.

Throughout the season, the retailer and many others have extended their generosity. Sainsbury’s began its Help Brighten a Million Christmases campaign to start December with a customer match on donations up to £1.5 million. Every £1 can provides two hot meals to those in need, and consumers have been providing physical items as well as monies to the cause.

“FareShare is very grateful for the enormous support we receive from Sainsbury’s and are delighted to partner on Help Brighten a Million Christmases for the second year, with Sainsbury’s matching donations,” says Lindsey Boswell, CEO at FareShare. “Sainsbury’s customers showed great generosity last Christmas and throughout the year, donating the equivalent of 1,598,000 meals to FareShare through the Groceries Online campaign. As we head into winter, we know our charities are needing more support than ever to provide for people in our communities.”



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