sainsbury's cheese counter

Sainsbury’s has slashed prices on large swathes of its cheese lines as part of its “new approach to pricing”.

The retailer announced last month it was simplifying the way it set prices and promotions by moving to clearer and simpler shelf edge labels and PoS, introducing a simpler Price Match that compared branded lines to Asda prices, and lowering the base price on thousands of food SKUs.

As part of this initiative, Sainsbury’s has permanently cut prices on 48 (mainly Continental) cheese products with decreases ranging from 4p on Arla’s Savera Paneer cheese (rsp: £1.50/225g) to 60p on its own-label Parmigiano Reggiano (rsp: £2.70/ 200g). It has also cut the price of a number of Cathedral City lines on promotion by up to £1 - including 350g packs of mild, mature, vintage and lighter Cheddar - until 27 October, and by £1 to £1.50 on 350g variants of Seriously Strong Cheddar [Brand View].

A spokeswoman said the cuts were part of its “commitment to lower regular prices”.

Commenting on the new pricing approach, Sainsbury’s marketing director Sarah Warby said: “We’re making it easier for customers to buy the products they love, whenever they like, safe in the knowledge that they can get good value all the time on all products, without having to wait for promotions.

“We will continue to run as many promotions as before and they will be just as competitive, but customers now have the added reassurance that prices will always be great value at Sainsbury’s.”