Sainsbury’s has announced it has lowered thousands of its prices in the food business as it plans to focus on beating Asda’s Brand Match price comparison.
The move comes as the big grocers continued to be hit by the massive structural change in the food sector. Sainsbury’s shares declined from 16.6% to 16.2% as sales fell 1.8%.
Sainsbury’s will also today be launching a TV, print and in-store campaign to explain the new pricing to customers.
Sainsbury’s marketing director Sarah Warby said: “Customers tell us that they find supermarket prices and promotions confusing and don’t always know who to trust when it comes to getting good value.
“We will continue to run as many promotions as before and they will be just as competitive, but customers now have the added reassurance that prices will always be great value at Sainsbury’s, both on and off promotion.”
