Sainsbury’s is investing £60m in keeping food and grocery prices low this autumn as part of its biggest ever ‘September price blitz’.
The investment will help customers feeling the pressure of the current cost-of-living crisis and will be delivered via the Sainsbury’s Quality, Aldi Price Match campaign, the Price Lock promise and everyday special offers.
Additional products will be added to the UK’s second-largest supermarket‘s value ranges with 20% more own-brand lines included in its Price Lock campaign, reflecting the changes seen in shopping behaviour as customers increasingly make the switch to cheaper own-brand products.
The Price Lock initiative freezes the prices of up to 2,000 household and cupboard items for at least eight weeks. Around 8% of all the products Sainsbury’s sells are now included in the Price Lock campaign.
The Sainsbury’s Quality, Aldi Price Match campaign will continue to focus on the highest volume, fresh items that customers buy most often. Some 42% of the top 50 supermarket volume lines are now included in the pricing strategy.
Sainsbury’s boss Simon Roberts said: “We know how tough this ‘back to school’ season is going to be for our customers.
“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.”
He continued: “These are difficult times and all of us at Sainsbury’s are standing with our customers to ease the financial pressure they face.”
This latest value investment in food is part of Sainsbury’s commitment to spend £500 million by March 2023 to keep prices low. A further £5m will also be invested in household furniture ranges across the Argos and Habitat businesses.
