Sainsbury’s has said that since February it has reduced prices on more than 1,000 of its own-brand products as it continues to invest “to offer the customers the best choice”.
The grocer said it had cut prices for daily essentials and household items spanning dairy, meat, fish, poultry, fresh fruit and vegetables.
The retailer said the reductions across these grocery staples would save customers £5.85, or 18%, on an average basket shop.
Sainsbury’s gave a number of examples of its lower prices, including 2 litres of semi-skimmed milk, which will now cost £1.10, down from £1.15; chicken breast fillets now £3.60, down from £4.30; and mature cheddar now £2, down from £2.05.
The grocer’s food commercial director, Paul Mills-Hicks, said the reductions were part of Sainsbury’s focus on reducing prices across its highest volume lines.
“Sainsbury’s is committed to offering our customers quality products at great value. We are really focused on reducing prices across our high-volume lines and have made a brilliant start so far this year. Customers should expect more to come.”
The retailer has suffered a tough start to the year, with its mega-merger with Asda being blocked by the Competitions and Markets Authority in late April.
The following week, Sainsbury’s full-year results showed that pre-tax profits had dropped 41.6% to £239m in the 52 weeks to March 9.
Despite the failed merger and flagging results, Sainsbury’s boss Mike Coupe pledged to stay on at the retailer and promised to lower prices for shoppers and work on the positioning of its Basics range.