Co-op is stepping up the price war in the convenience sector by rolling out its version of the Aldi price match pledge, which has been adopted by several of the supermarket multiples in recent years.
From Wednesday (26), the Co-op will start matching the discounter’s prices on over 100 everyday essentials, including fresh fruit, milk, eggs and bread.
However, the savings will only be available to Co-op members, of which there are currently six million. And all of the items covered by the offer will be Co-op own brand lines.
As well as being available across all of Co-op’s 2,400 shops, the price commitment will extend to its quick-commerce delivery platforms, including Shop.coop, Deliveroo and Uber Eats, which it claims is an industry first.
Some of the Aldi price matched lines include Co-op 1 Pint British Milk (85p), Co-op Carrots 500g (38p), Co-op Chopped Tomatoes 400g (47p), Six Co-op British medium free-range eggs (£1.45), and Co-op Tiger Bloomer 800g (£1.45).
The launch of the price match commitment will be supported by a major marketing campaign.
The retailer stated that the move takes its investment into lowering prices to almost £170m over the last two years. This has included the launch of its Member Prices scheme in April 2023, with Co-op aiming to build its membership to eight million people.
“I am very clear that, in this current economic climate, price is most often the deciding food shopping factor for our members and customers,” said Matt Hood, Managing Director for Co-op.
“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 … 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.”
Sainsbury’s extended its Aldi price match scheme to its convenience chain in November last year, covering 200 items in its 800 Local format stores.
