Sainsbury's has announced that it will invest millions of pounds into its range of pricing in a bid to help shoppers combat the soaring cost of living crisis.
The supermarket chain has said it will plough £65million into its pricing next month to help shoppers keep their grocery costs down when they are picking up the weekly shop.
It has said that £60 million of the cash will predominantly go towards the cost of food in September, with most being spent on the supermarket's Price Lock campaign.
The campaign has seen the prices across thousands of grocery and household staples frozen for up to eight weeks. Around 2,000 food products and household items have had their prices fixed for at least two months, including a number of own label lines.
Money will also be invested into the supermarket giant's Aldi Price Match campaign as it ramps up its war with the budget supermarket in a bid to attract customers who are looking for cheaper costs.
The campaign has seen Sainsbury's match the cost of hundreds of items against its popular discounted rival that has seen a surge in popularity with customers who are looking for the best deals.
Sainsbury's latest pricing pledge comes as fresh figures from the British Retail Consortium (BRC) reveal that customers witnessed 9.3% food inflation in August, reports Hull Live.
The investment is part of the supermarket's commitment to spend £500 million by March 2023 to help keep their costs down for shoppers.
Sainsbury’s said it would also use £5 million of its latest investment package to improve pricing at its Argos and Habitat homeware operations. Mr Roberts added: “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.
“These are difficult times and all of us at Sainsbury’s are standing with our customers to ease the financial pressure they face.”
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