The UK supermarket giant has reduced the price of some bread and butter products to below £1 following a drop in the cost of ingredients. Sainsbury’s customers will pay less across the board for supermarket-label produce.
Sainsbury’s has updated the prices of certain items by as much as five percent in response to falling commodity prices.
Reduced products include their own-brand 250g salted and unsalted butter, which now costs £1.89.
While prices have been reduced by pennies, customers will benefit from bigger savings when buying a range of everyday staples.
Among other marked-down items is Sainsbury’s-own bread, which has been reduced to less than £1.
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Their 800g Soft White Medium, Wholemeal Medium, Wholemeal Thick and Toastie White loaves of bread have been slashed by a staggering 11 percent. This makes them the “cheapest in the market”, according to Rhian Bartlett, food commercial director at Sainsbury’s.
She told Express.co.uk: “We have been battling hard to beat inflation and whenever we are paying less for the products we buy from our suppliers, we will pass those savings on to customers.
“As we see the commodity prices starting to fall for wheat and butter, we’re able to lower our prices on two of the products people buy most often, bread and butter.”
In the last two years, the supermarket giant has delivered more than £900million of cost savings, while investing £560million in value to be “as competitive as they can” for customers.
The reduced prices are available both in-store and online, with customers able to snap up the cheap produce even if they don’t have a Nectar card. But while some own-brand labels have fallen in price, not all of them are included.
According to their website, the following Sainsbury’s-own items remain above £1:
- Soft Multiseed Farmhouse Thick Sliced Wholemeal Bread, Taste the Difference 800g – £1.35
- Sainsbury’s Sourdough Medium Sliced White Bread, Taste the Difference 400g – £1.70
- Sainsbury’s Tiger Giraffe Bread 800g – £1.35
- Sainsbury’s Farmhouse Load White Bread 800g – £1.30
- Sainsbury’s Sandwich Load White Bread 80g – £1.30
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The price cuts come after the UK Consumer Prices Index (CPI) inflation peaked at 11.1 percent at the end of 2022.
Food prices continued to soar into the first few months of 2023, with grocery inflation up by more than 19 percent in March compared to the same period one year prior.
Steep supermarket prices were sparked by energy and supply chain costs which left retailers with no choice but to make shoppers pay more.
And while many farmers have been impacted by steep production prices, Sainsbury’s has claimed that it would continue to pay them the same amount despite ingredients now being cheaper.
Rhian said: “We work closely with farmers to help them navigate cost pressures while continuing to invest in keeping prices as low and competitive for our customers as we can.”
The supermarket recently reduced the price of milk too, with products costing pennies less than they did before spring.
Sainsbury’s followed in the footsteps of Tesco by slashing prices by 5p a pint to take advantage of a “spring boost to production”, as reported by The Guardian. Budget retailers Lidl, Aldi and Asda, also cut costs for shoppers.
Now, with the news of reduced bread and butter, price cuts have raised hopes of a slowdown in food inflation. According to a spokesperson for Tesco, the cost of grains and cooking oils are also on the decline.
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