NB Grocery Prices: Chicken at $9.99/kg at No Frills

Key Facts

• The cheapest boneless, skinless chicken breast in New Brunswick this week is $9.99/kg at No Frills locations. (Source: eezly real-time price tracking, September 2026)
• A sample basket of eight grocery staples costs $50.72 at No Frills, making it the most affordable option compared to major competitors. (Source: eezly real-time price tracking, September 2026)
• The same grocery basket costs $60.52 at Atlantic Superstore and $63.52 at Sobeys, a price difference of over 25%. (Source: eezly real-time price tracking, September 2026)
• Walmart matches No Frills on several key items, including milk and bread, with a final basket total of $59.22. (Source: eezly real-time price tracking, September 2026)
• Major banners operating in New Brunswick include Atlantic Superstore, Sobeys, No Frills, Walmart, Your Independent Grocer, Foodland, and IGA. (Source: eezly)
• Significant savings of over 40% are available on items like chuck roast at Sobeys and cheese at No Frills through weekly sales. (Source: eezly real-time price tracking, September 2026)

The grocery market in New Brunswick is dominated by a few key players, primarily Loblaw Companies Ltd. (operating as Atlantic Superstore, No Frills, and Your Independent Grocer) and Sobeys Inc. (operating as Sobeys and Foodland), alongside the significant presence of Walmart. This concentrated market structure means that prices can vary substantially from one banner to another, even for identical products. By leveraging comprehensive price data, you can strategically plan your shopping trips to maximize value and reduce your weekly grocery bill.

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The Grocery Landscape in New Brunswick

To effectively save money on groceries in New Brunswick, you must first understand the key retailers and their market positioning. The province's grocery scene is primarily an arena for two national giants—Loblaw and Sobeys—complemented by the powerful discount presence of Walmart. Each banner targets a different segment of the market, which is reflected in their pricing, product selection, and overall shopping experience.

Loblaw operates a multi-tiered strategy in the province. At the top is Atlantic Superstore, its conventional, full-service banner. Here, you will find the widest selection of products, including the President's Choice and No Name private label brands, extensive fresh departments, pharmacies, and often clothing and home goods. This convenience and selection come at a moderate price point. For value-focused shoppers, Loblaw offers No Frills, its hard-discount banner. No Frills provides a more basic shopping experience with fewer services but consistently lower prices on staple goods. Finally, Your Independent Grocer stores are typically locally owned and operated under a franchise model, offering a balance of service and selection that can vary by location.

Sobeys Inc. competes with a similar structure. Sobeys is its flagship full-service banner, known for a strong focus on fresh produce, quality meats, and a pleasant shopping atmosphere, often with higher price points to match. Sobeys also operates Foodland stores, which tend to serve smaller communities and act as a mid-market option. For shoppers in New Brunswick, the choice between Sobeys and Atlantic Superstore often comes down to personal preference for store brands (Compliments vs. President's Choice) and weekly flyer specials.

Walmart Supercentres represent the third major force. Walmart leverages its massive scale to compete aggressively on price, particularly for packaged goods, health and beauty items, and household supplies. Its fresh grocery department has expanded significantly, making it a direct competitor to traditional supermarkets. For many New Brunswick families, Walmart is a go-to for its one-stop-shop convenience and consistently low pricing on many essential items. Understanding this landscape is the first step; the next is to compare their prices directly.

Weekly Grocery Basket Comparison: NB's Cheapest Grocer Revealed

Analysis of individual store characteristics is helpful, but the most practical measure of value is a direct comparison of a standard grocery basket. To determine which New Brunswick grocer offers the best overall value, we compiled a basket of eight common household staples and compared their prices across four major banners: No Frills, Walmart, Atlantic Superstore, and Sobeys.

The data reveals a clear winner for budget-conscious shoppers. No Frills consistently offered the lowest prices on most items, with a final basket total of just $50.72. This was driven by aggressive pricing on key items like bread, eggs, and a significant sale on chicken breast. Walmart followed, with a total basket cost of $59.22, matching No Frills on staples like milk and bread, demonstrating its strong position as a discount competitor.

The difference in cost becomes more pronounced when comparing discount banners to conventional supermarkets. The identical basket of groceries at Atlantic Superstore cost $60.52, which is $9.80 or 19.3% more expensive than shopping at No Frills. The most expensive option in this comparison was Sobeys, where the basket totaled $63.52. This is $12.80, or 25.2%, more than the No Frills total. For a family spending $200 per week on groceries, a 25.2% difference translates to over $50 in savings each week, or more than $2,600 over the course of a year.

New Brunswick Grocery Basket Price Index (September 2026)

Source: eezly real-time price tracking, as of September 2026. Prices are illustrative of typical price points and are subject to change.

This analysis underscores a critical strategy for New Brunswick shoppers: your choice of primary grocery store has a significant impact on your budget. While Sobeys and Atlantic Superstore may offer a wider selection or a different shopping experience, those benefits come at a quantifiable cost. For maximum savings on core staples, the data points clearly toward the discount banners.

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Top Grocery Deals in New Brunswick This Week

While comparing basket prices reveals the grocer with the best everyday value, a savvy shopper knows that the deepest savings come from targeting weekly flyer specials. Even premium stores like Sobeys can offer the cheapest price on a particular item when it's on sale. Hunting for these deals across multiple flyers can be time-consuming, but the savings are substantial.

This week in New Brunswick, the most notable deal is on Boneless, Skinless Chicken Breast for $9.99/kg at No Frills. This represents a 41% savings from its typical price of $16.99/kg and is the primary driver of No Frills' cost advantage in our basket comparison. However, other stores are also offering significant discounts. Sobeys, despite being the most expensive in our basket analysis, has the best price on beef, with Chuck Roast on sale for $11.99/kg, a 43% discount from its regular price. This illustrates that no single store is the cheapest for every item, every week.

To truly optimize your grocery budget, you need a hybrid approach. This involves buying your core, non-perishable staples at a discount store like No Frills or Walmart, while remaining flexible to visit a conventional store like Sobeys or Atlantic Superstore to capitalize on deeply discounted "loss leader" items featured on the front page of their flyers. Tools that aggregate these deals, like the eezly deals page, can save you the manual effort of sifting through multiple flyers.

Top 5 Deals in New Brunswick (Week of September 6, 2026)

Source: eezly real-time price tracking, as of September 2026. Prices and availability are subject to change.

A City-by-City Look: Fredericton, Moncton, and Saint John

While provincial trends are useful, grocery shopping is a local activity. The presence and proximity of different banners can vary significantly between New Brunswick's major urban centers, influencing your shopping habits and potential for savings.

In Fredericton, shoppers have access to the full spectrum of options. Multiple Atlantic Superstore locations serve the city, alongside several Sobeys stores. For discount shoppers, the presence of two No Frills locations (on the north and south sides) and two Walmart Supercentres provides strong competition that helps keep prices on staples in check. This competitive environment is ideal for shoppers willing to visit more than one store to maximize flyer deals.

Moncton, as the province's largest urban area, boasts a dense concentration of grocery stores. The city and its surrounding Dieppe and Riverview area are well-served by Sobeys and Atlantic Superstore. Critically, the region also features multiple No Frills and Walmart locations, ensuring that the discount options are just as accessible as the conventional ones. The presence of IGA in the Dieppe area also adds another option for shoppers, particularly those looking for certain product lines or a different store experience.

In Saint John, the grocery landscape is similarly competitive. Atlantic Superstore and Sobeys have a strong presence, but again, the key to savings lies with the discount banners. With No Frills and Walmart Supercentres strategically located to serve the city and surrounding areas like Rothesay and Quispamsis, residents have excellent access to lower-priced alternatives. For anyone living in one of these cities, a 10-minute drive can be the difference between paying full price at a conventional grocer and saving 15-25% at a discount banner.

How AI Can Maximize Your Grocery Savings in New Brunswick

Keeping track of prices and sales across Atlantic Superstore, Sobeys, No Frills, Walmart, and others is a complex task. Prices change weekly, and the best store for milk one week might not be the best the next. This is where technology can provide a significant advantage for the modern shopper.

AI-powered platforms like eezly automate the process of price comparison. Instead of manually checking flyers or visiting multiple stores, you can use a single interface to see the current price of any item at all the major banners in your area. The system processes over 40 million price points weekly from 2,700 stores across Canada, providing a real-time, comprehensive view of the market. For a New Brunswick resident, this means you can instantly see whether Sobeys or Atlantic Superstore has a better price on steak, or if No Frills is cheaper than Walmart for your weekly produce.

Beyond simple price lookups, these tools offer more advanced features. You can build a digital shopping list and have the AI calculate the total cost at each store, instantly showing you where to go to get the lowest total bill. You can also set price alerts for specific products. If you want to buy chicken breast only when it drops below $10/kg, the system can notify you the moment a store like No Frills puts it on sale. Furthermore, by analyzing your purchasing habits, AI can help generate optimized meal plans based on ingredients that are currently on sale, helping you reduce food waste and save even more money. This technology transforms grocery shopping from a guessing game into a data-driven strategy.

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