Supermarket Sleuths: Aldi takes on Coles and Woolworths with major in-store pricing change

Aldi Australia has inched closer to Coles and Woolworths with its latest in-store pricing move.

Aussie shoppers have spotted red New Low Price sales tags on Aldi shelves, highlighting further savings at the discount grocery retailer.

The use of red sales tags on shelves is typically seen at the budget supermarket's rivals Coles and Woolworths.

Aldi usually focuses on a 'lower prices all the time' pricing strategy.

A spokesperson told nine.com.au the New Low Price red tags in stores are aimed at "highlighting a number of these products, making it even easier to shop with confidence".

"As Australia's most affordable supermarket, ALDI remains as committed as ever to delivering unbeatable value to shoppers at the checkout," they said.

"In 2025, we permanently lowered the price of 300 products across our range – that's nearly one in every five products, and the list keeps on growing.

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"Customers will also spot 'New Low Price' red sales tags around the store highlighting a number of these products, making it even easier to shop with confidence.

"It's all part of our ongoing investment in lower prices for our customers, which is the basis of our Price Promise to Australians – ALDI won't be beaten on the cost of your weekly shop.

"When customers shop with ALDI, they shop with complete confidence – knowing they are always getting high-quality products for exceptionally low everyday prices week-in, week-out."

This week, there are 30 everyday products displaying New Low Price red sales tags in Aldi stores.

These include Calypso Mangoes, down to $3.49, Lamb Loin Chops, reduced from $29.99 to $23.99 per kilo, Pick'D Orange Juice, discounted from $5.49 to $4.99, Pick'D Green Juice lowered from $4.29 to $3.99, Sandwich Slice Cheese down from $3.79 to $3.49, Cholessterol Spread, lowered from $4.49 to $4.09, Colway Cocktail Frankfurts reduced from $3.99 to $2.99, and Miso Soup, reduced from $1.09 to 99c.

New Low Price red sales tags have also been spotted on Berg Ham Shaved 250g, which has been reduced to $4, Berg Short Cut Bacon Rindless 175g, which now costs $3, Silver Scoop Creamy Vanilla 2L, down to $5, Inner Goodness Coconut Yogurt 500g, which has been reduced to $4, Belmont Biscuit Co Teddy Tots Biscuits 10 Pack 250g, which this week costs $3, and Tricare Liquid Soap Refill 1L, down to $3.

Aldi's confirmation of the new in-store pricing comes a day after the discount grocery retailer announced it was doubling down on its Price Promise for shoppers in 2026 by "committing to never being beaten on the cost of their weekly shop".

Aldi revealed more than two-thirds of its range is priced under $5, and two in five products are under $3, which they say could save Aussie families more than $3,000 a year.

"Our Price Promise is a commitment to Australians, that the cost of your weekly shop will always be cheaper at Aldi," Jordan Lack, Chief Commercial Officer at Aldi Australia, said.

"Our substantial 16.8 per cent price gap advantage is a true reflection of our efficient and customer-centric business model in action.

"While others rely on temporary drop and lock discounts on a limited range of products, we consistently review all our prices to make sure our customers are always getting the best value at the checkout."

Lack said Aldi has invested in low prices and over the last 12 month have "applied permanent price reductions to nearly one in every five products, with 19 per cent of our everyday range receiving an ongoing price reduction".

"When customers shop with Aldi, they can confidently week-in, week-out, know that they are always getting high-quality products at exceptional everyday low prices," he said.

Coles and Woolworths continue to dominate in Australia, accounting for a combined 67 per cent of supermarket retail sales nationally, according to the ACCC.

Aldi accounts for between nine and 10 per cent. Metcash, the owners of IGA, and other independent supermarkets, make up seven per cent.

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