Sainsbury’s has replaced its Price Lock campaign with Low Everyday Prices, which it says will reduce the cost of branded products.

The supermarket said the promotion will give customers better value on over 1000 popular branded products including toothpaste, washing powder and tea bags.

Sainsbury’s explained that the offer complements its existing Aldi Price Match campaign which applies to around 550 products.

The retailer went on to say that the new promotion allows it to offer lower prices on branded items which are often unavailable at discounters.

Simon Roberts, chief executive of Sainsbury’s, said the campaign will give customers confidence in the supermarket’s prices.

“As the weather gets warmer and the evenings lighter, we’re well prepared to support our customers with great value as they get ready to socialise more,” he added. “One of the ways we’re doing this is through the launch of Low Everyday Prices, a simpler way of showcasing our value which allows us more flexibility to respond more quickly to the market.”

In February, Sainsbury’s launched its “Next Level Strategy” to build on the Food First Strategy it launched in November 2020. The new strategy aims to make Sainsbury’s the first choice for food shoppers and reduce costs by £1 billion by investing in technology and infrastructure.

Earlier this week, Aldi’s chief executive pledged to do “whatever it takes” to keep prices low and reinforced its promise to keep cutting prices wherever possible.

The budget supermarket reinforced its pledge to cut prices across a wide range of products wherever possible throughout the rest of the year, aiming to bead the £380 million it invested in price cuts during 2023.

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