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Retailer investing a further £50m in low prices by March 2023; two-year total to now top £550m  

Sainsbury’s is accelerating its value plan, investing a further £50 million by March 2023 to help customers manage the rising cost of living. Sainsbury’s understands this Christmas will be difficult for lots of customers and over £15 million has been set aside to specifically ensure people will find even more amazing prices on festive favourites and traditional treats.

Great value fresh products for the festive season, including an inflation-busting Christmas roast dinner at less than £4 a head, as well as more special offers and low prices on party food and puddings are now available in store and online at Sainsbury’s. Through its relentless focus on price, Sainsbury’s has been able to hold the price of a traditional fresh Christmas dinner against last year, so customers can be reassured they will not be paying more for their traditional roast dinner despite current levels of inflation.

This bold new step comes after Sainsbury’s also made its biggest ever September value offer, with £65 million being spent across the business to help ease the pressure on households through Autumn. Sainsbury’s is committed to doing everything it can to support customers with the cost of living and by March 2023 the retailer will have invested over £550 million in value – the most Sainsbury’s has ever spent on battling price inflation over a two-year period. This is ten per cent more than the original £500 million target Sainsbury’s set out in May earlier this year.

Simon Roberts, Chief Executive of Sainsbury’s 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.

“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.”

As well as the affordable Christmas dinner, there are lots of other ways to save money with Sainsbury’s throughout the festive season. Customers will find great offers on party foods and fresh festive products online and in stores, as well as meal deals and fantastic seasonal offers, including save a third on Taste the Difference Party Food such as Mini Crab Thermidor Crumpets and Christmas Tree Vol Au Vents and save a third on Taste the Difference Cheeses.

Every day value is at the heart of Sainsbury’s plan and more money is also being invested to keep prices low on the items customers buy most often. Our Aldi Price Match still focuses on frequently bought fresh products and Price Lock continues to lock the price of lots of household essentials, including 20% more own-brand products. Meanwhile, Nectar will continue to offer customers rewards and My Nectar Prices is available through SmartShop, helping customers see how much they are spending and offering them personalised price reductions.

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