Sainsbury’s is slashing the prices of 930 everyday grocery products in its stores and online from today.
The Big 4 grocery retailer said customers will benefit from lower prices on essential products in both fresh and ambient sections of the store.
These include both the retailer’s own-brand food ranges, a number of branded household favourites, and everyday toiletries and household items.
Products where customers will save the most include the Dove’s Deeply Nourish bodywash, which have gone from £3.50 to £2 – a £1.50 saving – as well 50p off Right Guard deodorant and 50p off a Pantene Classic 2-in-1 shampoo/conditioner.
Many weekday dinner items will be 30p cheaper, while Sunday roast items such as British garden peas and baby carrots will be 35p and 20p cheaper each.
Meanwhile, among breakfast items customers can save 25p on Frosted Flakes cereal, 20p on cherry tomatoes or 10p on free range medium eggs.
Sainsbury’s estimated that a typical weekly family shop will be £4.95 cheaper as a result of the price cuts, which is a fall of eight per cent from £62.88 to £57.93.
The retailer said the latest price cuts were part of a £150 million investment drive.
“These low prices now give customers more reasons to visit our stores,” Sainsbury’s chief executive Mike Coupe said.
“They can do their entire shop with us, confident that they are getting great low prices as well as Sainsbury’s quality and choice.
“We are committed to making shopping with us a great experience and today’s announcement is further demonstration of how we are investing to help our millions of customers live well for less.”
While the Big 4 grocers being locked in a price war to win back customers who have flocked to Aldi and Lidl is nothing new, it comes a day after the Office for National Statistics’ consumer price index measure of inflation dropped to 2.7 per cent in February, down from three per cent in January and below predictions of 2.8 per cent.
The slowdown has eased the pressure on the cost of living to the lowest level in seven months, largely due to a drop in food inflation.