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Bloomberg
J Sainsbury Plc is investing an extra £50 million ($61 million) to keep prices down as the cost-of-living crisis grows in the UK.
As part of the latest push, more than £15 million is targeted to make shoppers’ Christmas spend more affordable, for example with ingredients for a roast dinner at less than £4 a person.
Shoppers are seeking to save money by buying own-brand goods and smaller baskets of items. Consumers are likely to get even thriftier as the UK has fallen into a “short and shallow†recession, according to the Confederation of British Industry.
Britain’s second-largest supermarket already pledged to spend £500 million on prices over two years.
Sainsbury said the £550 million it’s now spending is the most the retailer has ever spent battling price inflation over such a period.