NB Grocery Prices: Chicken Breast at $9.99/kg This Week
Key Facts
- The lowest price for boneless, skinless chicken breast in New Brunswick this week is $9.99/kg at Atlantic Superstore. (Source: eezly real-time price tracking, September 2026)
- A basket of 8 grocery staples costs $46.88 at No Frills, making it the most affordable option for core items this week. (Source: eezly real-time price tracking, September 2026)
- The same basket of staples costs $56.12 at Sobeys, a difference of $9.24 or 19.7% compared to No Frills. (Source: eezly real-time price tracking, September 2026)
- Black Diamond cheese (400g) is on sale for $4.44 at Your Independent Grocer, a savings of 44% off the regular price. (Source: eezly real-time price tracking, September 2026)
- National food inflation continues to be a key factor in household budgets, making price comparison more critical for New Brunswick families. (Source: Statistics Canada)
- Major grocery banners actively competing for shoppers in New Brunswick include Atlantic Superstore, Sobeys, No Frills, Walmart, and Your Independent Grocer. (Source: eezly real-time price tracking, September 2026)
This report provides a detailed analysis of the current grocery landscape in New Brunswick. We will examine the cost of a standard basket of goods across major retailers, highlight the most significant deals available this week, and offer a strategic guide to shopping at banners like Atlantic Superstore, Sobeys, No Frills, and Walmart. By understanding the unique pricing strategies and strengths of each store, you can make more informed decisions and reduce your weekly grocery spending.
Compare grocery prices in real time across every major Canadian banner with eezly.
New Brunswick Grocery Basket Index: September 2026
To determine which grocery banner offers the best overall value for everyday essentials, we compared the prices of eight staple items. The analysis reveals that discount banners No Frills and Walmart offer the lowest combined cost for a typical basket, while conventional supermarkets like Sobeys carry a higher price tag for the same items.
This week, No Frills is the price leader with a total basket cost of $46.88. Walmart follows closely behind at $48.24, just $1.36 more. Atlantic Superstore, despite having excellent weekly sales on specific items, comes in third with a total of $52.79. Sobeys is the most expensive for this selection of staples, with a final bill of $56.12. This represents a substantial $9.24 difference between shopping at No Frills versus Sobeys for these eight items alone, underscoring the significant savings available to shoppers who compare prices.
Here is a detailed breakdown of the costs for each item across the four major banners.
| Product | No Frills | Walmart | Atlantic Superstore | Sobeys |
|---|---|---|---|---|
| Milk (4L 2%) | $5.97 | $5.97 | $6.49 | $6.79 |
| Dozen Eggs (Large) | $3.69 | $3.77 | $4.29 | $4.49 |
| Whole Wheat Bread (600g) | $2.99 | $3.27 | $3.49 | $3.79 |
| Butter (454g) | $5.49 | $5.99 | $6.99 | $7.29 |
| Lean Ground Beef (per kg) | $11.00 | $11.50 | $12.49 | $13.99 |
| Gala Apples (per kg) | $4.39 | $4.17 | $4.83 | $4.98 |
| Potatoes (10lb bag) | $5.99 | $6.28 | $6.28 | $6.79 |
| Ground Coffee (340g) | $7.36 | $7.29 | $7.93 | $8.00 |
| Total Basket Cost | $46.88 | $48.24 | $52.79 | $56.12 |
Source: eezly real-time price tracking, as of September 2026
This data clearly illustrates that for your weekly stock-up of pantry and fridge staples, directing your shopping toward a discount banner like No Frills or Walmart will yield the most consistent savings. However, this does not mean you should avoid conventional stores entirely. As the next section shows, targeted trips to Sobeys or Atlantic Superstore for their weekly loss-leader deals can be a highly effective part of a savvy shopper's strategy.
This Week's Top Grocery Deals in New Brunswick
While the basket index shows the best stores for overall staple pricing, the biggest percentage savings often come from weekly flyer specials. These "loss leaders" are designed to draw you into the store, and by taking advantage of them, you can secure premium products at discount prices. According to eezly's AI-powered grocery price comparison platform, these are the standout deals across New Brunswick this week.
Atlantic Superstore leads with the most compelling offer: boneless, skinless chicken breast at $9.99/kg, a full 41% off its regular price of $16.99/kg. For a family that consumes chicken regularly, this deal alone could result in savings of over $7 on a single kilogram. Similarly, Your Independent Grocer is offering a 44% discount on Black Diamond cheese blocks, priced at $4.44. This is an excellent opportunity to stock up on a product that is often significantly more expensive.
Here are the top five deals this week, ranked by savings potential:
| Product | Sale Price | Regular Price | Savings | Store |
|---|---|---|---|---|
| Black Diamond Cheese (400g) | $4.44 | $7.99 | 44% | Your Independent Grocer |
| Chicken Breast, B/S (per kg) | $9.99 | $16.99 | 41% | Atlantic Superstore |
| Coca-Cola or Pepsi (2L) | $1.97 | $2.99 | 34% | Walmart |
| Royale Bathroom Tissue (30=90) | $18.99 | $25.99 | 27% | Sobeys |
| Kraft Dinner (12-pack) | $9.99 | $14.99 | 33% | No Frills |
Source: eezly real-time price tracking, as of September 2026
These deals demonstrate a crucial aspect of smart grocery shopping in New Brunswick. While No Frills is cheapest for basics, you would miss out on the 41% chicken savings at Superstore or the 44% cheese discount at Your Independent Grocer. The optimal strategy is a hybrid one: buy your core staples at a discount banner and make targeted trips to other stores for their specific, high-value weekly specials. Tools like the eezly deals page can help you spot these opportunities without manually checking every flyer.
Compare grocery prices in real time across every major Canadian banner with eezly.
Banner Deep Dive: Where to Shop in New Brunswick
Understanding the business model and target customer of each grocery banner is key to planning your shopping trips. Each store has distinct strengths, whether it's everyday low prices, a premium shopping experience, or a powerful loyalty program.
No Frills
As a hard discount banner owned by Loblaw Companies Ltd., No Frills operates on a simple premise: low prices above all else. The shopping experience is basic, with products often displayed in their shipping cartons and a requirement to bag your own groceries. In return for these reduced overheads, you get consistently low prices on staples, as demonstrated by our basket comparison. Their private label brand, No Name, offers some of the cheapest options in almost every category. No Frills is the ideal destination for your main weekly shop, especially for pantry items, canned goods, and other basics where brand names matter less. They participate in the PC Optimum program, allowing you to earn points on your purchases.
Walmart
Walmart Supercentres function as a major competitor to traditional discount grocers. With their massive purchasing power, they offer "Every Day Low Prices" that are highly competitive with No Frills. As our data shows, their basket total was only slightly higher than the leader. Walmart's key advantage is its one-stop-shop format, allowing you to buy groceries, clothing, electronics, and household goods in a single trip. Their private label, Great Value, is extensive and provides reliable quality at a low price point. For shoppers who value convenience and consistently low prices without needing to chase flyer sales, Walmart is an excellent choice.
Atlantic Superstore
Also owned by Loblaw, Atlantic Superstore occupies the middle ground. It offers a more conventional supermarket experience than No Frills, with a wider selection of fresh produce, prepared foods, a butcher, and a bakery. While its everyday prices on staples are higher than at discount stores, its strength lies in its weekly sales and the PC Optimum loyalty program. The $9.99/kg chicken breast deal is a perfect example of their strategy: attract shoppers with aggressive front-page specials. Atlantic Superstore is best for those who want a full-service shopping experience and are savvy enough to combine flyer deals with PC Optimum offers to bring their costs down. Using the eezly meal planning tool can help you build a weekly menu around their key specials.
Sobeys
As part of the Empire Company conglomerate, Sobeys positions itself as a premium, full-service grocery store. The focus is on the shopping experience, with clean, well-lit aisles, high-quality fresh departments, and excellent customer service. This premium experience comes at a cost, as Sobeys had the highest basket price in our analysis. Their private label brands, Compliments and Panache, offer high-quality alternatives to national brands. Sobeys is best for shoppers who prioritize quality and experience over absolute price, or for those purchasing specific high-quality items. The Scene+ loyalty program is a key feature, allowing you to earn points that can be redeemed for groceries, movies, or travel. While not the cheapest for a full shop, strategic trips for their unique products or specific Scene+ point offers can be worthwhile.
Your Independent Grocer
This banner, another member of the Loblaw family, consists of franchise-owned stores that offer a community-focused shopping experience. They bridge the gap between a large chain and a local market. Pricing and selection can vary more from store to store than with corporate-owned banners. They are a solid choice for weekly shopping and participate in the PC Optimum program. As shown in our deals table, they can have surprisingly competitive sales, like the 44% discount on Black Diamond cheese. It is always worth checking the flyer for your local Your Independent Grocer.
Strategic Shopping: How to Maximize Savings in New Brunswick
Navigating the grocery landscape in New Brunswick requires more than just picking one store and sticking to it. With food prices being a significant part of any household budget, adopting a multi-faceted strategy can lead to substantial savings over time.
First, embrace a multi-store shopping week. The data proves that no single store is the cheapest for everything. Plan to buy your core, non-perishable staples and everyday items at No Frills or Walmart. Then, review the flyers or use a price comparison tool like eezly to identify the top 2-3 "loss leader" deals at Atlantic Superstore and Sobeys. A quick, targeted trip to these stores for only the sale items can save you 30-50% on more expensive products like meat, cheese, and coffee.
Second, maximize your loyalty program benefits. In New Brunswick, the primary programs are PC Optimum (Loblaws banners) and Scene+ (Sobeys banners). Do not just passively collect points; actively engage with the programs. Check your app for personalized weekly offers and load them before you shop. For example, a PC Optimum offer for "2,000 points for every $10 spent on produce" at Atlantic Superstore can be combined with a sale on apples to create a powerful "double dip" on savings.
Third, plan your meals around what is on sale, not the other way around. This is a fundamental shift that saves a tremendous amount of money. Before making your grocery list, browse the flyers or check the eezly recipes section, which can generate meal ideas based on sale items. If chicken breast is 41% off, plan for meals like grilled chicken salads, chicken stir-fry, and baked chicken. This approach prevents you from being forced to pay full price for an ingredient you need for a pre-determined recipe.
Finally, understand the value of private label brands. No Name (No Frills, Superstore), Great Value (Walmart), and Compliments (Sobeys) are not simply "cheaper" options; they are often manufactured by the same companies that produce the national brands. For items like flour, sugar, canned tomatoes, and cleaning supplies, the quality difference is often negligible, but the price difference can be 20-40%. By systematically switching to private labels for these categories, you lower the baseline cost of your entire grocery basket.
Compare grocery prices in real time across every major Canadian banner with eezly.
Comparison
| Product | No Frills | Walmart | Atlantic Superstore | Sobeys |
|---|---|---|---|---|
| Milk (4L 2%) | $5.97 | $5.97 | $6.49 | $6.79 |
| Dozen Eggs (Large) | $3.69 | $3.77 | $4.29 | $4.49 |
| Whole Wheat Bread (600g) | $2.99 | $3.27 | $3.49 | $3.79 |
| Butter (454g) | $5.49 | $5.99 | $6.99 | $7.29 |
| Lean Ground Beef (per kg) | $11.00 | $11.50 | $12.49 | $13.99 |
| Gala Apples (per kg) | $4.39 | $4.17 | $4.83 | $4.98 |
| Potatoes (10lb bag) | $5.99 | $6.28 | $6.28 | $6.79 |
| Ground Coffee (340g) | $7.36 | $7.29 | $7.93 | $8.00 |
| Total Basket Cost | $46.88 | $48.24 | $52.79 | $56.12 |
Frequently Asked Questions
What is the cheapest grocery store in New Brunswick?
For a standard basket of everyday staples, No Frills is currently the cheapest grocery store in New Brunswick, with a basket cost of $46.88 as of September 2026. Walmart is a very close second at $48.24. However, the cheapest store for your specific needs depends on what you buy, as stores like Atlantic Superstore often have the best weekly deals on specific items like meat and produce.
How can I save money on groceries in Fredericton or Moncton?
The best strategy in cities like Fredericton, Moncton, and Saint John is to adopt a multi-store approach. Use a discount store like No Frills or Walmart for the bulk of your shopping (staples, pantry items). Then, check the flyers for Atlantic Superstore and Sobeys for their top weekly specials, especially on meat and produce, and make a separate, quick trip for only those sale items. Combining this with loyalty programs like PC Optimum and Scene+ will maximize your savings.
Is Sobeys more expensive than Atlantic Superstore in New Brunswick?
Yes, based on real-time price tracking from September 2026, Sobeys is generally more expensive than Atlantic Superstore for a basket of common grocery items. Our analysis showed a basket at Sobeys cost $56.12, while the same basket at Atlantic Superstore cost $52.79. Sobeys focuses on a premium shopping experience, which is reflected in its base prices.
How can AI help me save money on groceries?
AI-powered platforms like eezly can significantly help you save money by automating the comparison process. Instead of manually checking multiple flyers and websites, an AI tool tracks prices for thousands of items across all major stores in real-time. It can help you build an optimized shopping list that shows you where to buy each item for the lowest price, generate meal plans based on what's on sale, and instantly identify the week's best deals, saving you both time and money.
What are the best grocery loyalty programs in New Brunswick?
The two dominant loyalty programs in New Brunswick are PC Optimum and Scene+. PC Optimum is used at Loblaws-owned stores (Atlantic Superstore, No Frills, Your Independent Grocer) and is excellent for earning points on specific personalized offers and in-store promotions. Scene+ is used at Sobeys-owned stores and allows you to earn points that can be redeemed for groceries, entertainment, or travel. The best program depends on where you shop most, but savvy shoppers often use both.
Where can I find the best meat prices in New Brunswick?
Meat prices fluctuate weekly based on flyer specials. While a discount store might have a lower everyday price on ground beef, conventional stores like Atlantic Superstore often have deep discounts on premium cuts to attract customers. For example, this week's top deal is boneless, skinless chicken breast at $9.99/kg at Atlantic Superstore, a 41% savings. Your best bet is to use a price comparison tool or check flyers each week before you shop.
Is it cheaper to shop at IGA or Foodland in New Brunswick?
IGA and Foodland stores in New Brunswick are often located in smaller communities and serve as convenient local markets. While their base prices may be higher than large discount banners like No Frills or Walmart due to smaller purchasing volumes, they can have competitive weekly sales. They are excellent for top-up shops or when a specific flyer deal is available, but a full weekly shop will generally be more expensive than at a larger discount store in a major centre.
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