Co-op has announced it will be matching Aldi on prices of everyday items such as milk, eggs and bread across its Gedling borough convenience stores.
The retailer claims that the campaign is the biggest of its kind in their stores.
The discounts will be introduced in all of the retailer’s 2,400 shops from tomorrow (26). The new price commitment will also be available to customers using online delivery services Shop.coop, Deliveroo and Uber Eats.
The products in the promotion will be matched to Aldi’s prices, offering Co-op’s six million Members savings on items including fresh fruit, milk, eggs and bread.
Co-op own-brand products featured in the campaign, including one pint of British milk and 500g carrots, will now be available for 85p and 38p, respectively. Meanwhile 400g of chopped tomatoes will cost 47p, a six pack of British medium free-range eggs will be £1.45 and an 800g Tiger Bloomer loaf will cost £1.45.
Co-op managing director Matt Hood said: “I am very clear that, in this current economic climate, price is most often the deciding food shopping factor for our members and customers, which is why we are taking this big step to price match, in our stores and online, as we know discounter prices are often the benchmark of value for consumers, and we are facing directly into that.
“I truly believe we run the best small stores in the UK, loved by our members, customers, and communities, where we offer local and convenience shopping with great value and high quality, carefully sourced products. Price has often been perceived as the Achilles heel of convenience shopping, but this new initiative will change that and show there is no compromise in value, quality, or range to shopping conveniently.”
Co-op’s existing member pricing offer, which covers own brand lines, will run alongside the new Aldi price match promise.
The move by Co-op comes despite other UK supermarkets having taken a U-turn on Aldi Price Matching over recent weeks.
Asda has now axed its Aldi and Lidl price match after a mere 12 months. Meanwhile, Tesco and Sainsbury’s have trimmed the number of products included in their campaigns.
