Supermarket food: Stefan Gates compares fruit and veg cost

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Sainsbury’s has announced that 60 popular fresh produce, meat and dairy products will be on offer throughout the month of July and for the foreseeable future. The investment follows Sainsbury’s Aldi Price Match which sees many products comparable to that of the affordable German supermarket.

From today, customers will be able to pick up 60 essential items at a discounted price.

This includes food items like grapes, strawberries and cherries as well as baking potatoes and bacon.

Sainsbury’s has said that shoppers can make savings of up to 25 percent on many items.

Customers will also find recipe staples on offer such as herbs.

Rhian Bartlett, Sainsbury’s Food Commercial Director, said: “Now more than ever we know we need to do more to deliver the great quality customers expect from Sainsbury’s, at great prices.

“It’s our mission to help everyone eat better and these price reductions are the latest step to show how serious we are about delivering on this promise to customers.

“Including everyday items and recipe essentials, we hope this will help shoppers save on their groceries and enjoy this month ahead.”

Key products included in the latest round of price cuts include Sainsbury’s Thick Smoked Cut Back Bacon as well as Red and White Seedless Grapes, reduced from £2 to £1.59.

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Taking to Twitter to share their thoughts, customers were delighted with the latest news.

One shopper said: “This is the reason I shop there.”

Another wrote: “When money is needed in my pocket more than ever, I know where I’ll go.”

“Tomorrow I will go to Sainsbury’s to do a big shop. Literally can’t wait,” a third tweeted.

Since announcing the plan in November last year, the grocer has already launched its Sainsbury’s Quality, Aldi Price Match commitment, which sees the supermarket matching the discounter’s prices on many food items.

The Aldi price scheme was launched back in February and has since been extremely popular amongst customers.

At the time, Chief Marketing Officer, Mark Given said: “We recognise that giving customers good value is a core part of our strategy so will invest to keep prices low.

“When we’ve completed research, our shoppers have highlighted our quality and value for money, but with customers who also shop in other supermarkets we need to improve our price perception.

“We need to communicate this better with customers because the value is there.”

Rival grocer Tesco also launched an Aldi price match scheme last year to help offer customers better value for money.

In other news, Sainsbury’s recently rolled out a soft plastics initiative to 520 of its supermarkets to allow shoppers to recycle common household items.

This includes food pouches, salad bags, crisp packets and biscuit wrappers.

Claire Hughes, Director of Product and Innovation at Sainsbury’s said: “We’re really excited to announce the mass rollout of the Flexible Plastics Recycling scheme in over 520 of our stores, helping our customers to recycle more of their plastic packaging, instead of it ending up as waste.

“Making recycling easier for our customers is a key part of our strategy to minimise the impact of single-use plastics on the environment, alongside our own ambitious target of reducing the use of plastics in our own operations by 50 percent by 2025.”

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