Simon Roberts, chief executive of Sainsbury’s has said that the supermarket chain will put a further £50 million in price cutting to help their customers as the cost of living crisis deepens.
Roberts said that Sainsbury’s are “doing everything we can to fight inflation” and the latest efforts on price cutting will start in March 2023 bringing their total investment to £550 million this past two year period.
Roberts said, “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.
“We are accelerating our commitment to being the best value, investing a further £50 million 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.”
In October inflation hit a 41 year high of 11.1%, and higher energy bills with incresed food inflation shot up to 16.4% in the month driving the cost of living crisis, which is the highest since 1977.
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.”