British co-operative Co-op has initiated a pricing strategy that aligns the cost of more than 100 essential items with those found at Aldi.
The grocer’s initiative sets a precedent for an extensive price-matching effort within the UK’s convenience store segment.
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From 26 March 2025, the retailer’s six million member owners will witness a price reduction on frequently purchased items such as fresh produce, dairy and bread.
This pricing strategy represents a close-to-£170m ($219m) investment since 2023.
The price match guarantee extends across Co-op’s extensive network of 2,400 stores nationwide and marks a first in the grocery sector by also being available through quick-commerce platforms such as Shop.coop, Deliveroo and Uber Eats, which serve 81% of the UK population.
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.”
The retailer’s existing member pricing structure will continue to operate alongside this new promise to match Aldi’s prices.
Co-op aims to further cement its position by attracting new members with this pricing strategy.
Co-op and Uber Eats recently renewed their partnership for an additional three years up to 2027, continuing a collaboration which began in 2022.
