// Sainsbury’s has launched its ‘Pocket Friendly Prices’ campaign across its convenience stores this week
// The move follows the debut of Nectar Prices last week
Sainsbury’s has debuted a new price campaign within its convenience stores to promote ‘Pocket Friendly Prices’.
The grocer introduced signage into its 800 c-stores earlier this week, according to The Grocer, showcasing the low prices of products including own-brand chicken breasts, butter and cherry tomatoes.
Sainsbury’s is ramping up its value credentials amid the cost-of-living crisis, which has seen many shoppers switch to discounters Aldi and Lidl.
Earlier this year, Lidl revealed it had won £120m of spend from what it termed “premium-priced supermarkets” over the past year, with nearly £11m coming from Sainsbury’s, M&S and Waitrose customers in January this year alone.
Last week, Sainsbury’s launched a new loyalty initiative Nectar Prices, emulating Tesco’s Clubcard Prices.
Nectar cardholders now have instant access to discounts on 300 items, including Nescafe Gold Blend instant coffee and Heinz Baked Beans.
However, Nectar Prices is not be available in the supermarket’s local format, concessions or petrol stations.
Sainsbury’s boss Simon Roberts has vowed to keep prices low as the cost-of-living crisis rages on.
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Profits at the grocer declined in the first half of its last financial year on the back of its investment in price.
Sainsbury’s CEO Simon Roberts said at the time: “We really get how tough it is for millions of households right now. Customers are watching every penny and every pound and we know that they are relying on us to keep food prices as low as we can.
“We will have invested more than £500 million by March 2023 in keeping prices lower by cutting our costs at a faster rate than our competitors, meaning we have more firepower to battle inflation.
“Over the past year and a half we have consistently passed on less price inflation than our competitors and I am confident we have never been better value.”
Sainsbury’s will unveil its full-year results next week.
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