Save-A-Lot Permanently Cuts Prices, Beginning Total Brand Transformation

Save-A-Lot Permanently Cuts Prices, Beginning Total Brand Transformation
Seeking to compete with the likes of Whole Foods, Aldi and Lidl, Supervalu has rolled out a "permanent reset" of its prices

Save-A-Lot has begun a brand transformation expected to complete in 2019, starting with a $100 million investment in cutting prices.

The Earth City, Mo.-based grocer has begun dropping prices by up to 40 percent on hundreds of everyday items across its entire store network, calling the initiative a "permanent reset" of its prices. The move isn't a promotion or a limited-time change, and every product involved will feature the grocer's Big Price Drop logo in weekly ads.

Save-A-Lot's intent is to position itself as more affordable and accessible to shoppers than Whole Foods Market – which has lowered its own prices several times since Amazon purchased it last year – and other deep discounters such as Aldi and Lidl.

In addition to the price drops, Save-A-Lot is offering a 100 percent money-back guarantee for top produce.

"Whether you are feeding a family on a budget or just love saving money on groceries, you can find what you need at Save-A-Lot," the grocer said on its website. "We are proud to save customers money on their groceries every day of the week."

Save-A-Lot operates more than 1,300 locations, including corporate-owned and independent grocery stores. The company is No. 29 on Progressive Grocer's 2018 Super 50 list of the top grocers in the United States.