Sainsbury’s slashes more than 1,000 own-brand prices including ham, cheese and toilet roll

SAINSBURY’S has slashed prices on thousands of its own brand products.

The reductions apply to daily essentials or household items including dairy, meat, fish and fresh fruit and vegetables.

Some of the discounts are significant.

For instance strawberries have dropped 33 per cent in price from £1.50 to £1 making Sainsbury’s the cheapest supermarket to buy strawberries online.

Likewise, a punnet of peaches has been reduced by 39 per cent from £1.95 to £1.60.

But you’d still be better off at Aldi for these where you can get four peaches for just 45p.

Another big discount was Cola Zero which went from 65p to 45p – a drop of 31 per cent.

Other discounts were less impressive.

Sainsbury’s reduced the cost of semi-skimmed milk from £1.15 to £1.10 – a saving of only four per cent.

And even after the drop, milk is cheaper at Asda, Tesco, Morrisons and Aldi – all of which price it at £1.09.

Similarly, Sainsbury’s cheddar dropped from £2.05 to £2 – a measly two per cent saving.

It does make Sanisbury’s one of the cheapest supermakets for mature cheddar though, dropping to the same price as Asda on a cost per gram basis.

While the savings are good news for savvy shoppers – it’s still important to shop around as other supermarkets regularly beat Sainsbury’s on price.

We checked online at Aldi, Asda, Morrisons, Sainsbury’s and Tesco to see where you could buy a selection of groceries the cheapest.

We used a basket of goods that Sainsbury’s has discounted as part of its “lower price roll out”.

Of the 15 products compared, Morrisons was the least cost-effective, only coming out as cheapest for two items.

Sainsbury’s and Aldi came in second place and were cheapest or joint cheapest for just four items.

Tesco was the least expensive for five of the 15 items, but Asda was the winner beating its competitor’s prices on six of the 15 items tracked.

Earlier this month, research from the Groccer found that Asda and Sainsbury’s had hiked prices on hundreds of own-brand products in recent months following their failed merger.

But Sainsbury’s argues that the company has also dropped prices across thousands of everyday groceries.

Sainsbury’s food commercial director, Paul Mills-Hicks said: “We are really focused on reducing prices across our high volume lines and have made a brilliant start so far this year. Customers should expect more to come.”

Supermarkets have also cut fuel prices by up to 4p per litre sparking a fresh petrol price war.

And British supermarkets have joined the global fight to help halve food waste by 2030.

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