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Sainsbury's shopper in store

Sainsbury’s has announced a new round of price cuts across fresh produce, meat and dairy amid a £50m investment.

The retailer said 60 of its core popular products are set to drop in price by the end of the month as it aims to “put food back at the heart of the business” and deliver better value for customers.

Customers will be able to buy staple items such as bacon, baking potatoes, grapes, cherries and strawberries for reduced prices from 7 July both in-store and online.

The supermarket said 43 products across meat, dairy and produce will see their price slashed by Wednesday, while the remaining 17 will be reduced by the end of July.

The cheaper prices, which Sainsbury’s said could result in customers making savings of up to 25% on several items, will “remain in place for the foreseeable”.

“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,” said Sainsbury’s food commercial director Rhian Bartlett.

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

The supermarket’s announcement is an addition to existing schemes like the Aldi Price Match and Price Lock commitment.

Sainsbury’s said the campaigns are “already making a significant difference and getting a good early response from customers”.

The company is set to announce its first-quarter trading results on Tuesday morning. Sainsbury’s is amongst other retailers that have seen a rise in sales over the past year due to the Covid-19 pandemic.

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