Sainsbury’s invests £60m in own-brand goods, price matches & offers to keep prices low for shoppers

Sainsbury’s is launching its biggest ever September value offer, spending £60m across the business to help ease the growing pressure customers are feeling from the rising cost of living.

£60m will be invested throughout autumn in food and grocery via its highly successful Sainsbury’s Quality, Aldi Price Match campaign, the inflation-busting Price Lock promise and everyday Special Offers.

This money will make delicious family meals, great lunch boxes for the return to school and weekend treats affordable to more customers. This latest value investment in food is part of Sainsbury’s commitment to spend £500m by March 2023 to keep prices low.

As customers watch their budgets ever more carefully, they are increasingly choosing Sainsbury’s own brand products. That’s why the group is increasing the number of own-brand products in Sainsbury’s Price Lock promise by 20%. Price Lock holds the prices of up to 2,000 household and cupboard items for at least eight weeks.

Around 8% of all the products Sainsbury’s sells are now included in our Price Lock campaign with even more products added to this latest round. Examples of essentials that will be Price Locked from 31 August include Sainsbury’s 500g Penne pasta at 85p, Tikka Masala cooking sauce at 95p, bleach for 50p and washing up liquid at only 45p.

At the same time, Sainsbury’s Quality, Aldi Price Match will continue to focus on the highest volume, fresh items that customers buy most often and 42% of the top 50 supermarket volume lines are now included in the campaign.

Customer favourites such as chicken breast fillets (1kg), 5% fat Beef mince (750g), x2 Haddock fishcakes, J. James Free Range eggs x10, milk and bread will all be the same price as Aldi.

Simon Roberts, Chief Executive, said, “We know how tough this ‘back to school’ season is going to be for our customers. With families across the country facing big increases in their energy bills, the situation is serious and our most important job at Sainsbury’s is to help our customers in every way we can.

'We have made huge strides to lower prices since we launched our new plan but we are committed to going further.

“Own brand is a great way for customers to reduce their shopping bill with no compromise on quality and that’s why we’re increasing the number of own-brand products in our latest Price Lock.

'These are difficult times and all of us at Sainsbury’s are standing with our customers to ease the financial pressure they face.”

Sainsbury’s Quality, Aldi Price Match and Price Lock will be supported by regular Special Offers designed to inspire busy households with affordable meals for every night of the week. For example, customers can have a nutritious lunchbox filled with cheese and tomato sandwiches, Soreen Malt Lunchbox loaves, bananas and strawberry jelly*. Families can also enjoy a £5 freezer meal deal of pizza, chips, peas and ice-cream.