According to reports, Acme is advertising “thousands” of new lower prices in sales flyers released this morning. The price breaks come amidst the continued expansion of Aldi and ahead of Lidl’s anticipated Greater Philadelphia store openings. Aldi is known as grocery’s low price leader (lower than Walmart!), and reports indicate that Lidl’s new stores in North Carolina and South Carolina feature prices on par with Aldi.

Acme’s campaign is one of the first major shake-ups since Jim Perkins returned to his role as president. In Perkins’ previous tenure as president, he used lower pricing to help turn the company around.

Sources have told Supermarket News that some of the A&P stores acquired by Acme in 2015 have not performed as well as expected.