Sainsbury’s has announced another round of price cuts, this time on over 40 own-label dairy lines to reflect the falling cost of milk.
The supermarket claims that shoppers can save as much as 60% on the price of some items, including cheese, yoghurt and cream.
Sainsbury’s is also giving members of its Nectar loyalty scheme discounts on a range of branded dairy products, including Lurpak, Philadelphia and Cathedral City.
Sainsbury’s Food Commercial Director, Rhian Bartlett, said: “Whenever we are paying less for the products we buy from our suppliers, we will pass those savings on to customers. As we see the commodity prices starting to fall for milk, we have lowered the price of over 40 own brand products in supermarkets.”
However, the supermarket stressed that the price cuts would not impact how much it pays farmers who continue to navigate cost pressures.
Earlier this month, most of the major supermarkets started reducing the price of some everyday own-label lines, such as bread, butter, pasta and sunflower oil, following several months of falling global commodity costs.
Last week, Sainsbury’s moved all its own-label entry price point ranges to sit under a new single brand called Stamford Street.
NAM Implications:
- Pressure on branded suppliers to shoulder some of the shelf-price burden…
- …or suffer further migration to own-label.
