Sainsbury’s has unveiled a new ‘Pocket Friendly Prices’ campaign to bring prices of some essentials in Sainsbury's Local convenience stores more in line with its bigger stores.
The campaign promises to provide lower prices on family favourites such as chicken breast fillets, butter and baked beans and the retailer began rolling out red shelf labels, ceiling banners and point of sale signs this week to point customers to the value items.
“Our Pocket Friendly Prices highlight low prices on everyday essentials in our convenience stores,” a Sainsbury's spokesperson told Grocery Gazette. "We’re committed to doing everything we can to support customers with the rising cost of living."
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The campaign follows the launch of the supermarket's new loyalty initiative, Nectar Prices earlier this month, as it competes with Tesco’s Clubcard scheme to offer discounts on over 300 items to Nectar card holders. The retailer also increased the range in its Aldi Price Match campaign to 310 listings earlier this year.
Since the cost of living crisis began, the supermarket price war has ramped up significantly, with major chains offering major discounts and incentives to attract customers. Many of the big chains have announced price reductions and freezes on their products as they compete with German discounters Aldi and Lidl.
However consumer group Which? has warned familles that local supermarket convenience stores could be costing shoppers hundreds more each year and they would be better off shopping at larger stores or online to get better prices.
Which? analysed the prices of a trolley of own-label and branded items at the two largest traditional supermarket convenience chains, Tesco Express and Sainsbury's Local, and compared the costs with the same items at their larger supermarket counterparts earlier this year.
Sainsbury's Local shoppers would have paid £477.93 more last year if they only shopped in the convenience store and bought the basket of groceries, which included items such as Anchor Spreadable Butter, a Hovis white bread loaf, McVitie's biscuits, and own-label chopped tomatoes and milk. However Tesco prices varied the most, with research showing that shoppers could be spending around 10% - or £817. 95 - more over the course of a year at Tesco Express compared with larger Tesco stores or online.
The research found that some prices were marked up more than others, with Tesco's own-label sweet potatoes having the biggest proportionate price difference, costing 37% extra on average at Tesco Express stores. The second-biggest difference was on Mr Kipling Bakewell Slices, which were, on average, 28% more expensive at Tesco Express.
Fans of Heinz Cream of Tomato Soup would have paid, on average, £1.37 at Sainsbury's Local compared with £1.15 at bigger Sainsbury's stores – a 19% difference.
However Which? also found that Anchor Spreadable Butter Tub (500g), Colgate Total Original Toothpaste (125ml) and Magnum Almond Ice Cream (4 pack) were all 3% cheaper, on average, at Sainsbury's Local than at Sainsbury's. Tesco's own-label unsalted butter block (250g) was 2% cheaper, on average, at Tesco Express than at Tesco.
Sue Davies, Which? head of food policy, said: 'Convenience stores offer a local lifeline for some shoppers, but Which? research shows shopping at a supermarket convenience shop rather than a bigger store comes at a cost – at a time when soaring grocery prices are putting huge pressure on household budgets.
'We know the big supermarkets have the ability to take action and make a real difference to people struggling through the worst cost of living crisis in decades. That's why we’re calling on them to ensure everyone has easy access to basic, affordable food lines at a store near them, can easily compare the price of products to get the best value, and that promotions are targeted at supporting people most in need.'
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