// Sainsbury’s to sell Christmas roast dinner at less than £4 a head
// The grocer has set aside £15 million to help customers during cost-of-living crisis
Sainsbury’s is selling “an inflation-busting” Christmas roast dinner at less than £4 a head as it invests a further £50 million in its value plan.
Heading into Christmas, the grocer said “it will be difficult for lots of customers” as it sets aside £15 million to help during the cost-of-living crisis.
Sainsbury’s said it has been able to hold the price of a traditional fresh Christmas dinner against last year, so customers can be reassured they will not be paying more despite inflation.
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The value plan comes as Sainsbury’s made its biggest ever September value offer, with £65 million being spent across the business to help ease the pressure on households through autumn.
By March 2023 the retailer will have invested over £550 million in value.
“We really understand that millions of households are having to make really tough decisions this Christmas and our job is to do everything we can to help with the rising costs of living,” Sainsbury’s CEO, Simon Roberts said.
“We are accelerating our commitment to being the best value, investing a further £50 million in lowering prices and doing everything we can to fight inflation and help our customers enjoy celebrating this year.
“We know everyone wants to enjoy a special Christmas meal together which is why we’re keeping inflation at bay and offering Christmas roast dinner for less than £4 per head – cheaper than it was last year.
“Our entire team at Sainsbury’s are working together to offer the best value, innovative new products and leading customer service.”
Sainsbury’s is one of the retailers reassuring customers that it will sell Christmas dinners at a low price. Last week, Poundland said it is selling a main turkey course for £5.00 per head for a family of five.
Following the rollout of chilled and frozen food to around 500 stores, this will mark the first time Poundland shoppers can buy Christmas dinner from the retailer.
