Sainsbury’s is investing an additional £50m in its two-year value programme to help keep prices down amid rising inflation.
The supermarket had set out a pledge earlier this year that would see it invest £500m in value by March 2023 to tackle inflation and support customers through the cost of living crisis.
It has now committed to injecting a further £50m into its value offering, including £15m to keep the prices of festive food down and what it has called an “inflation-busting Christmas roast dinner” deal.
“We really understand that millions of households are having to make really tough decisions this Christmas and our job is to do everything we can to help with the rising costs of living,” said CEO Simon Roberts.
“We are accelerating our commitment to being the best value, investing a further £50m in lowering prices and doing everything we can to fight inflation and help our customers enjoy celebrating this year.
“We know everyone wants to enjoy a special Christmas meal together, which is why we’re keeping inflation at bay and offering Christmas roast dinner for less than £4 per head – cheaper than it was last year.”
This is one of Sainsbury’s biggest moves to date in the battle against inflationary pressures and helping ease the pressure on households across the country, which have seen their grocery bills skyrocket in the past year.
The grocer said that through its “relentless focus on price” it had been able to hold the price of a traditional fresh Christmas dinner this year.
It is also running a series of promotions on festive food throughout December.
Roberts added: “I would like to thank every one of my colleagues who are working tirelessly to deliver a brilliant Christmas for our customers.
“Our entire team at Sainsbury’s are working together to offer the best value, innovative new products and leading customer service.
“We’re all looking forward to welcoming our customers into stores and online at this special time of year.”
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