Sainsbury's have announced a new Aldi price match scheme as Biddulph prepares to welcome the German supermarket giant to the town.

Supermarkets such as Sainsbury's and Tesco have been battling discount chains such as Aldi for business around the country, and this will soon also be the case in Biddulph, with the town's new Aldi supermarket expected to open this year.

Tesco launched its Aldi price-match in March 2020, and this scheme has now been imitated by Sainsbury's, who have promises to reduce the cost of hundreds of items to match Aldi's prices.

Tesco's price match applies to 500 of its products, whereas Sainsbury's will price match 250 products, with most of these being essential groceries.

Biddulph Nub News reported recently how Aldi bosses expressed their excitement for the company's upcoming investments, including the opening of their new supermarket in Biddulph.

Sainsbury's price match comes as part of its plan to put "food first" when it comes to their business, although the price cuts may hit the supermarket's profit margins, which Sainsbury's say have already been squeezed during the pandemic due to more customers using the online deliveries service, which is less profitable for the company than shopping in stores.

Commenting on the new scheme, Sainsbury's chief executive Simon Roberts said: "We are making great progress delivering our Food First plan and I'm determined that in these tough times, we do even more to help our customers save money.

"Our new commitment to match Aldi prices on hundreds of our most popular products will mean our customers can be confident that they are getting the quality they expect from Sainsbury's at great prices."

However, an Aldi spokesperson told the BBC that "Consumer group Which? recently found that Sainsbury's were over 31% more expensive than Aldi".

They added: "Shoppers know that the only place you can get Aldi prices is at Aldi."