Sainsbury’s Lowers Private Brand Prices

UK retailer Sainsbury’s customers will benefit from lower prices on the products that matter to them across the store. These include both the private brand food and manufacturer branded favorites.

The new prices will put money back in customers’ pockets and make family meals – whether that’s breakfast, Sunday lunch or weekly dinners – cheaper. For example, customers can save on cereals, vegetables, meat, cheese, and pasta as well as ready meals. Everyday toiletries and household items will also be cheaper as a result of the price reductions. Sainsbury’s estimates that a typical weekly family shop will be £4.95 cheaper as a result of the price cuts, which is a fall of 8% from £62.88 to £57.93.

The retailer is investing £150 million in the price reductions with the company estimating that over 12 million customers will be better off as a result. The commitment to lower prices is consistent with Sainsbury’s strategy to make its stores the retail destination of choice for customers. It follows investment in the quality of Sainsbury’s food, convenient channel formats, choice across general merchandise and clothing and leading customer service.

Sainsbury’s CEO, Mike Coupe, said: “We know our customers choose to shop at Sainsbury’s for our fantastic quality and choice. These low prices now give customers more reasons to visit our stores. They can do their entire shop with us, confident that they are getting great low prices as well as Sainsbury’s quality and choice. We are committed to making shopping with us a great experience, and the announcement is a further demonstration of how we are investing to help our millions of customers live well for less.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.