Sainsbury’s CEO Drops Another £50 M to Ease Your Checkout Blues
Who’s Announcing It? Simon Roberts, the man with the plan
Simon Roberts, Sainsbury’s chief executive, has just declared that the supermarket giant will pour a fresh £50 million into price cuts. This brings the total outlay over the last two years to a tidy £550 million, all aimed at fighting the swelling cost‑of‑living crisis.
What This Means for Your Wallet
Roberts says the goal is simple: “Do everything we can to fight inflation.” The new cuts kick off in March 2023, and one of the most heart‑warming perks is the promise that a classic Christmas roast dinner will be priced at under £4 per person—cheaper than last year.
Why It Matters This Holiday Season
In the midst of an inflation peak of 11.1%—the highest in 41 years, capped by sky‑high energy bills and a 16.4% jump in food prices—Roberts underscores how crucial it is to keep the budget gentle enough for the millions of households stocking up. “We want everyone to enjoy a special Christmas meal together,” he said, “so it’s all about keeping prices low and making the season joyful again.”
- £50 m investment in price cuts starting March 2023
- Overall £550 m spend over two years to tackle inflation
- Christmas roast dinner at £4 per head or less
- Team effort – “Everyone’s working tirelessly to deliver a brilliant Christmas for our customers.”
- Best value, new products & top service – the Sainsbury’s promise.
Looking Forward
Roberts ends on a hopeful note: “We’re thrilled to welcome customers both in stores and online this special time of year.” He’s also grateful for his crew: “Thank you to all the hard‑working staff who’re making this Christmas possible.”
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