Sainsbury’s is reported to be scaling back its Aldi Price Match campaign by withdrawing the pledge from 75 products.

       The number of products Sainsbury’s had promised to price match with its discount rival fell from an all-time peak of 681 in November last year to 606 by 12 February 2025, according to The Grocer.

       The respected trade publication questioned the future of the Aldi price match scheme with the Sainsbury's move reflecting Tesco cutting 150 products from its own Aldi price match scheme earlier this month.

       Aldi, which announced a revival of its rollback scheme, revealed in January it had quit its own Aldi price match pledge altogether.

       Paul Stainton, who carried out the analysis, and said the trend placed “a question mark over the long-term future of such schemes in the UK”.

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       He said he was still "particularly surprised" that own brand staples including granulated sugar and value bread had been removed.

       Sainsbury’s Aldi Price Match was launched in 2021, a year after Tesco's version. Asda and Morrisons joined with their versions – promising to match both Aldi and Lidl – in 2024.

       A Sainsbury’s spokesperson said: "Much like the price of individual products, the number of items in our Aldi Price Match campaign can go up as well as down. That doesn’t stop us offering outstanding value throughout the year across thousands of items, whether that’s through Aldi Price Match, Low Everyday Prices, Nectar Prices or our value Stamford Street range.

       "We have invested ￡1bn into value in recent years, which we know customers are noticing as more and more customers are choosing to do their shop at Sainsbury’s."

       Aldi have been contacted for comment.

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