Sainsbury’s has announced that it will invest £ 50million in the price of its products, which will make dozens of popular items cheaper for buyers.
The supermarket chain said the move would lower the prices of 60 fresh produce, meats and dairy products by the end of the month.
This is the latest step in the retailer’s plan to “put food back at the heart of the business” and focus on improving value amid continued competition for customers of German rivals from discount Aldi and Lidl.
It also comes after Sainsbury’s launched its Aldi Price Match program earlier this year to lower the price of hundreds of items.
Sainsbury’s said the latest round of price cuts will arrive this week, covering basic necessities including chicken, bacon, herbs and potatoes.
About 43 items will be reduced on July 7, with a series of further reductions bringing the total to 60 by the end of the month.
The retailer added that its current Aldi Price Match and Price Lock “are already making a significant difference and getting a good and quick response from customers.”
Rhian Bartlett, Sainsbury’s Food Business Director, said: “Now more than ever, we know we need to do more to provide customers with the quality that customers expect from Sainsbury’s, at unbeatable prices.
“Our mission is to help everyone eat better and these price reductions are the last step in showing how much we care about delivering that promise to customers.
“Including everyday items and essential recipes, we hope this will help shoppers save on their groceries and enjoy the month ahead.”
Sainsbury’s has seen strong sales over the past year as it has remained open during coronavirus closings.
Sales for the 12 months through March jumped 7.8%, although activity fell to £ 261million for the year after being affected by £ 485million in Covid-related costs .