Price wars between the major supermarkets continue as Sainsbury’s has reported it is to lower the price of milk.
The move will pit the group against competitors Aldi and Lidl with two pints of milk reduced to 75p from 89p and one pint of milk reduced to 45p from 49p. This means that Sainsbury’s now also beats its other rivals Morrisons, Asda and Tesco.
There have been fears that the continuing price wars are having a devastating impact on the dairy farmers, with the National Farmers’ Union saying that the continuing battle for market share is putting farmers out of business. Sainsbury’s has said that it will not cut the price paid to producers.
Sainsbury’s commercial director of food, Paul Mills-Hicks said: “Four pints of milk is already great value, but we want to help those doing smaller everyday shops, so reducing the price of one and two pints is a great way to do that. We’re also doing it without compromising on our values, paying a fair price to our fresh milk farmers.”
