Sainsbury’s has cut the cost of its own brand toilet paper and kitchen towels, passing 4m in savings directly on to customers as the price of pulp continues to fall.
Shoppers at the supermarket will see up to 7% reduction in price of toilet paper and kitchen towels in the latest of a series of price cuts on popular household essentials, after already reducing the prices of toilet paper and kitchen towels by 18% in the last two months.
The price cuts come weeks after Sainsbury’s bosses insisted that the supermarket is “not a rip-off retailer” as they faced scrutiny over the company’s profits in relation to the rocketing inflation of food prices.
The grocer also defended higher pay packages for its senior executives at its annual meeting in London on Thursday.
It came days after chief executive Simon Roberts said “food inflation is starting to fall” as Sainsbury’s reported a 9.2% jump in first quarter sales.
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As the cost of living crisis continues, earlier this month Sainsbury’s also expanded its Nectar Prices promotion to include meat, fish and poultry for the first time.
The change means there are now around 3,500 products available at a discounted price through the grocer’s loyalty initiative.
Commercial food director Rhian Bartlett said: “As the cost of living challenges continue, we remain completely focused on lowering prices on the essential products that our customers buy most often.
“We promised our customers that as soon as we see inflation falling, we will pass those savings straight on. That’s why for the second time in two months, we are reducing the price of our own brand toilet roll with the addition of kitchen towel as the cost of pulp continues to fall. As a result, we will be passing on savings of over £4m directly to our customers.
“We’re doing everything we can to keep prices low on the high-volume products that we know are a staple in households across the country. We’re committed to offering the very best value so customers know that they are getting a great deal when they shop with us and do not need to go anywhere else.”
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