Sainsbury’s has launched a half-price discount on fruit, vegetable and fridge staples between 25 January and 17 February in selected supermarkets and online.

The move comes as searches for ‘value’ increasing by 50% week-over-week, as customers seek more affordable products.

Shoppers who are part of Sainsbury’s Nectar loyalty programme can choose from over 30 discounted products, including fresh fruit, creamy yoghurt and cheese grab-and-go staples.

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Some fridge essentials part of the price slash includes Lurpak Slightly Salted Butter, reduced to £2.37 with a loyalty card from £4.75 without a Nectar card.

Existing Nectar customers can benefit from the lowered prices by scanning their loyalty card in-store and customers shopping online will automatically have discounts applied if their Nectar and Sainsbury’s accounts are linked.

Additionally, fresh produce, including Sainsbury’s blueberries and kale, has been lowered to £1 and 44p without a loyalty card from £2 and 89p, respectively.

Other products which were on discount include:

• Turmeric Co. Raw Turmeric & Ginger Self Shot 420ml for £2.97 compared to £5.95
• by Sainsbury’s Single Mango, now 44p with Nectar from 88p
• Philadelphia Original Soft Cream Cheese 165g for £1.10 from £2.25
• by Sainsbury’s Medium Ripe & Ready Avocado for 37p from 75p