Sainsbury’s to invest £50m as it ramps up value offering for Christmas

Sainsbury’s is investing a further £50 million by March 2023 as it accelerates its value plan in a move designed to help customers manage the rising cost of living.

More than £15 million of this has been set aside to specifically go towards fighting inflation and keeping prices low during the festive period – with a typical Christmas roast dinner coming in cheaper than last year at less than £4 a head.

By March 2023 the retailer will have invested over £550 million in value – the most Sainsbury’s has ever spent on battling price inflation over a two-year period and 10% more than the original £500 million target it set out in May earlier this year.

The UK’s second-largest supermarket says it is “committed to doing everything it can to support customers with the cost of living” with a “relentless focus on price” ensuring that customers will not be paying more despite current levels of inflation.

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This latest news comes after the retailer made its biggest ever September value offer, with £65 million being spent across the business to help ease the pressure on households through autumn.

Sainsbury’s CEO Simon Roberts said: “We really understand that millions of households are having to make really tough decisions this Christmas and our job is to do everything we can to help with the rising costs of living.

“We are accelerating our commitment to being the best value, investing a further £50 million in lowering prices and doing everything we can to fight inflation and help our customers enjoy celebrating this year. We know everyone wants to enjoy a special Christmas meal together which is why we’re keeping inflation at bay and offering Christmas roast dinner for less than £4 per head – cheaper than it was last year.



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