Sainsbury’s boss Simon Roberts has written a letter to shoppers reassuring them over food prices.
Penning an email, he said the grocer was aware customers were worried about the rising cost of living, and that it had a “responsibility” to do everything it could to support its clientele.
He went on to assure the supermarket was “fully committed” to offering the best prices to shoppers.
Roberts explained the retail giant had invested £60m over the past three months, and that the prices of its 100 most popular groceries had fallen since March.
The letter also explained the grocer had recently rolled out its “biggest ever Aldi Price Match” as well as its budget-friendly Stamford Street range.
Roberts went on to say those using its loyalty scheme had saved more than £90m on the groceries included in its Nectar Prices since being introduced in April.
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Speaking on inflation, he said: “We’re now starting to see food inflation fall and are fully committed to passing every saving we can straight on to you.
“We are also working hard to reduce costs across our business and this is helping us invest in lower food prices too”.
The letter comes after the supermarket posted a jump in quarterly sales earlier this week, as it upped its investment into customer value.
Roberts also denied claims the supermarket sector was benefitting from the cost-of-living crisis.
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