Dive Brief:
- Giant Food announced Tuesday the expansion of its “Fresh Low Prices” campaign, according to an emailed press release.
- The new price reductions include “essential items” under store and name brands across fresh produce, dairy, meat and pantry staples, the company confirmed.
- The weekly circular and blue tags identify the “Fresh Low Price” items and point out the past and current pricing, according to the company.
Dive Insight:
Giant Food is adding more perishable items to its pricing campaign, with new price reductions spanning salmon, chicken breasts, gala apples, red potatoes, shrimp and almond milk.
The grocer positioned the expansion of its price reductions as a way to help shoppers combat inflationary costs, “allowing customers to stretch their dollars further without compromising on quality,” according to the announcement.
Over the last nine months, the chain said it has lowered the price of hundreds of items across its private brand portfolio with a focus on nonperishable goods and everyday items. Last year, the Ahold Delhaize banner also launched more savings opportunities under the Flexible Rewards program, allowing members to earn twice the number of points on over 12,000 private brand items.
Other grocers have also turned to price cuts and increased savings opportunities to stand out to price-sensitive consumers. Stop & Shop, for example, announced in an emailed press release earlier this week plans to roll out in-store kiosks allowing customers to clip digital coupons at all of its stores across New York, New Jersey and Connecticut by Saturday.
Giant Food runs more than 160 supermarkets in Virginia, Maryland, Delaware and Washington, D.C.
