"From our carefully selected range to our smaller format stores to our trademark efficiency, we can leverage our unique approach for the benefit of all of our customers," he said. The discounters' performance has forced the traditional major players - market leader Tesco, Sainsbury's, Asda and Morrisons - to compete more aggressively. Tesco and Sainsbury's both have schemes that match Aldi prices on some products. Aldi currently trades from 970 stores. It plans to open 16 more before the end of the year - part of a plan to invest 1.3 billion pounds.