Sainsbury’s invests £50m in daily essentials & festive favourites to ease money worries

Sainsbury’s is accelerating its value plan, investing a further £50m by March 2023 to help customers manage the rising cost of living.

The supermarket chain understands this Christmas will be difficult for lots of customers and over £15m 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.

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 £65m being spent across the business to help ease the pressure on households through autumn.

The group 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 £550m in value – the most Sainsbury’s has ever spent on battling price inflation over a two-year period. This is 10% more than the original £500m target Sainsbury’s set out in May earlier this year.

Chief Executive Simon Roberts 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.”