Sainsbury’s is investing a total of £220m into lowering prices this financial year to “give more value back” to shoppers amid the cost-of-living crisis.

To further support customers, from 24 to 30 January, the supermarket giant is offering half price deals across brands including Cathedral City, Lurpak, Muller, Persil and Cif.

Since the launch of its ‘Food First’ strategy in 2020, Sainsbury’s has invested £780m into value.

It said this was made possible through its Save to Invest programme, which has saved £1.3bn across the business over three years to invest back into the products that are most important to customers.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

This month, the supermarket giant increased its Aldi Price Match campaign to a total of 550 products, almost doubling the range year on year.

It now also has the largest range of baby products price matched to the discount grocer, with over 60 Little Ones lines matched including nappies, baby food and wipes.

Sainsbury’s also lowered prices on own-brand fresh family favourites including fruit and vegetables this month, such as berries, prepared salads, sugarsnap peas and mangetout.

Sainsbury’s chief executive Simon Roberts said: “We’ve been working hard to reduce costs across our business so that we can give more value back to our customers and help to bring down inflation.

“Our investment of £220m this financial year, and £780m over three years into lowering our prices means that customers can be confident whatever they are shopping for, they will find great value on the products they love at Sainsbury’s.”