SAINSBURY’S is doubling the amount it is spending on lowering prices on thousands of groceries next month during the cost of living crisis.
The UK’s second-biggest supermarket is investing £60 million to include more of its biggest selling own-brand lines in its offers as more shoppers are switching to the supermarket’s cheaper labels.
Cash-strapped customers are already buying fewer items and trading down to grocers’ own brand labels, which are often significantly cheaper than big branded alternatives.
Simon Roberts, Sainsbury’s boss said: “With families across the country facing big increases in their energy bills, the situation is serious and our most important job at Sainsbury’s is to help our customers in every way we can.
“We have made huge strides to lower prices since we launched our new plan but we are committed to going further.”
“Own brand is a great way for customers to reduce their shopping bill with no compromise on quality.”
Sainsbury’s, which had already said it will spend £500 million by March next year, is expanding its Aldi Price Match promotion to include bunches of Fairtrade banana at 71p, loaves of bread at 36p and blocks of cheddar for £2.66.
Its Price Lock campaign now has a fifth more own-brand products to cover 2,000 grocery items, such as basics like washing up liquid at 45p and penne pasta at 80p.
The supermarket will also be pushing its £5 frozen meal deal offer, which includes a Goodfellas pizza, chips, peas and a six pack of Cornetto ice creams.
The supermarket said that more shoppers were using its SmartShop scanners to help them stick to a weekly budget.
Another £5 million will be spent lowering prices at Argos and Habitat, as people are expected to spend more time hunkering down at home this winter rather than going out.
For more advice on cutting our bills, read our Squeeze Team tips.
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