Sainsbury’s has today cut the cost of its own brand toilet roll by up to 11% in good news for customers.
The price of its two-pack Super Soft White Toilet Tissue Double Rolls has been reduced by 21p, from £1.90 to £1.69.
Meanwhile, the four-pack version has been cut by 33p, from £3.25 now £2.92.
Sainsbury’s said it has reduced prices due to the price of pulp falling for the first time in two years.
Both products have been added to the Aldi Price Match campaign.
Supermarkets are under pressure to reduce prices as food inflation remains at its highest level in 45 years.
Last month saw Sainsbury’s cut the price of over 40 dairy products, including cheese, yoghurt and cream, by up to 60%.
Tesco kicked off the price war in April by reducing the price of milk, with Aldi, Lidl, Asda and Sainsbury’s all following suit.
Sainsbury’s went on to cut the price of some butter and bread products, with other supermarkets again following with similar announcements.
More recently, Tesco slashed the cost of pasta and cooking oil in stores after dropping the price of 30 items in stores.
Sainsbury's also recently announced it is combining all of its own-label value ranges into a single brand to make it easier for customers to find its budget staples.
The new branding for its budget range will be "Stamford Street" which is a homage to the supermarket chain's previous London home.
Rhian Bartlett, Food Commercial Director at Sainsbury’s, said: “The rate of grocery price inflation remains at a record high, which is why we are continuing to lower prices wherever we can on the food and household products our customers buy most often.
“After more than two years of inflation on the price of pulp, we are now seeing a decline which is enabling us to pass savings directly on to our customers and reduce the price of our own brand toilet roll.
“From today, our by Sainsbury’s Super Soft double toilet rolls have been added to our popular Aldi Price Match campaign for the first time, and customers will now be able to save as much as 11% on these items.
“In addition to food, we’re focused on battling inflation on high volume household products that we know customers buy day in day out.“
