UK retailer Sainsbury's has reduced the price of 10 fruit and vegetable lines until 2 September, in a bid to help consumers beat the so-called 'credit crunch'.

According to Retail Week, the group has also added 15 new 'aesthetically challenged' ranges of fresh produce to its basics range, fruit and vegetables that are normally rejected due to appearance.

'With sales of basics fruit and vegetables about 30 per cent higher than this time last year, we know that our customers appreciate the low prices but great standards of the range,' Sophie Firth, own-brand manager at Sainsbury's, told Retail Week. 'It is the end of the month, school holidays and post bank holiday and with household budgets under pressure, we felt it was the right time to cut prices on some of our most popular basic lines.'

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