Sainsbury’s increases investment in price cuts amid cost-of-living pressures

For free real time breaking news alerts sent straight to your inbox sign up to our breaking news emails Sign up to our free breaking news emails Sign up to our free breaking news emails SIGN UP I would like to be emailed about offers, events and updates from The Independent. Read our privacy policy Sainsbury’s has pumped more cash investment into its campaign to match the prices of discount rival Aldi as the supermarket chain’s customers battle the soaring cost of living. The UK’s second largest grocer said it has increased spending on its Sainsbury’s Quality, Aldi Price match campaign, which will now cover around 250 products. “Clearer in-store signs and posters will help customers compare the lowest prices – because we know that really matters to people right now.” The price of onions, orange juice, cauliflowers and double cream will drop in the latest batch of changes. Last month, Sainsbury’s chief executive officer Simon Roberts told reporters that he has sought to improve customers’ price perception of the brand, as some saw it as “too expensive” despite efforts to reduce prices.