Soriana will lower prices on 5,000 products due to weak consumption.

To support the family economy and domestic consumption, Soriana launched the national "Preciazazaso" campaign, focused on offering low prices on more than 5,000 high-demand products.

"We decided to launch this campaign somewhat in line with what's happening in the consumer space, with this slightly tighter consumer situation and the need for solutions and savings in our daily lives," said Gabriel Luciano Baldini, Soriana's commercial director for Self-Service.

At a conference, he explained that this is an initiative designed to encourage savings among consumers, primarily on everyday purchases.

The campaign includes a representative basket of basic products in high demand for daily consumption, which represent approximately 20% of the self-service store chain's total sales.

In addition, local products that respond to the specific consumption habits of each region have been added, thanks to alliances with regional and local producers.

Soriana's commercial director for Self-Service highlighted the participation of small and medium-sized enterprises (SMEs) in this initiative.

The campaign will be available in all stores nationwide starting August 10 and also incorporates a regional focus.

"The nuance is that we added regional products, although it's a national campaign, but with a regional tone. In some regions, we have a very strong alliance with local and regional producers," added Gabriel Luciano Baldini. He pointed out that developing a price-focused campaign represents a creative challenge, as it's a terrain heavily explored by competitors.

"It's going to be always on, we're not going to stop, and I think we're here to hit the table hard," added Gabriel Luciano Baldini. During the campaign presentation, it was explained that while the main focus of the "Preciazazaso" program is lower product prices, it also focuses on promoting quality, assortment, and service, with offerings that respond to all seasons of the year.

"I believe that what we are putting on the table will give coherence to the message and we will create a real solution for the millions of families who have specific needs today," he emphasized.

The campaign also complements other initiatives by the supermarket chain aimed at promoting the consumption of domestic products.

Preciazazaso aligns itself with the "Made in Mexico" initiative, not only through its low-price strategy but also through its support for local brands and producers. In the second quarter of 2025, Soriana reported that its same-store sales fell 1.4% due to a weakened consumer environment.