Sainsbury’s has cut the price of fruit, vegetable and fridge staples by up to 50%, to entice shoppers away from rival retailers.
The Nectar card discounts will be available from 25 January until 17 February in selected supermarkets and online.
The move follows searches for ‘value’ increasing by 50% week-over-week, said the retailer, showing how customers are seeking out more affordable products.
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Shoppers who are part of Sainsbury’s Nectar loyalty programme can choose from over 30 discounted products, including fresh fruit, creamy yoghurt and cheese grab-and-go staples.
Fridge essentials which are part of the reduction includes Lurpak Slightly Salted Butter, reduced to £2.37 with a loyalty card from £4.75 without a Nectar card.
Existing Nectar customers can benefit from the lowered prices by scanning their loyalty card in-store and customers shopping online will automatically have discounts applied if their Nectar and Sainsbury’s accounts are linked.
Additionally, fresh produce, including Sainsbury’s blueberries and kale, has been lowered to £1 and 44p without a loyalty card from £2 and 89p, respectively.
Other products which has been discounted include Philadelphia Original Soft Cream Cheese 165g for £1.10, from £2.25, and by Sainsbury’s Medium Ripe & Ready Avocado for 37p, from 75p.
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