The supermarket boss has promised 'Sainsbury's quality and an Aldi price.”
Sainsbury’s is set to go head-to-head with Aldi, investing a huge amount of money to keep costs low for customers for the next two years. Sainsbury’s CEO Simon Roberts announced a £550m investment in a message of hope for shoppers feeling the pinch amid the cost of living crisis.
The retail boss admitted he is prepared to accept a fall in profits in the short term in order to ensure Sainsbury's stays competitive for shoppers. Sainsbury’s have been trying to make festive food more affordable for shoppers, with Christmas roast dinners priced at just under £4 per person to serve six people. The meal includes turkey, pigs in blankets, potatoes, carrots, parsnips, cranberry sauce, Yorkshire puddings and Brussels sprouts with a sherry trifle for dessert.
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