Consumers will be spoilt for choice on their weekly convenience shop now that Sainsbury‘s has reduced the price of one and two pints of milk, matching those of Aldi and Lidl.
The supermarket price war continues, as the price of two pints of milk is reduced from 89p to 75p in large grocers, while the cost of one pint has been lowered from 49p to 45p.
The new prices at Sainsbury‘s beat those of its ‘big four‘ rivals Tesco, Asda and Morrisons, and matches those in discounters.
There have been concerns about the effect that high-street discounting could have on hard-pressed dairy farmers, but the retailer said the price paid to farms remain ringfenced to reflect running costs.
The National Farmers‘ Union has warned the retailers‘ fight over marketshare is driving farmers out of business.
Paul Mills-Hicks, Sainsbury‘s Commercial Director of Food, said: “Four pints of milk is already great value, but we want to help those doing smaller everyday shops, so reducing the price of one and two pints is a great way to do that. We‘re also doing it without compromising on our values, paying a fair price to our fresh milk farmers.”
Sainsbury‘s said the costs paid to farmers will be protected.