Sainsbury’s has said it will pump a further £50 million into its latest price-cutting push to support customers facing the soaring cost of living. Simon Roberts, chief executive of the supermarket chain, said the company is “doing everything we can to fight inflation”.
The retailer’s latest effort on price reductions will take place by March next year and bring total investment to £550 million over the past two years. It is ahead of Sainsbury’s original plan for £500 million in investment over the period.
Sainsbury’s added that more than £15 million has been specifically directed to pricing improvements for festive food and drink items. Mr 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.
