Supermarket says move enables it to offer an affordable Christmas dinner

Sainsbury’s is investing an extra £50m in its ‘value plan’ over the winter, including offering an affordable Christmas dinner at less than £4 a head.

The supermarket has earmarked £15m specifically for reducing the price of Christmas favourites at a time of rising living costs. It said this will feature “great value fresh products”, as well as a series of special offers and low prices on party food. The cost of a Christmas dinner will be no more than last year despite soaring inflation costs, it added.

The move follows what Sainsbury’s describes as its biggest-ever September value offer, with £65m being spent across the business to help ease the pressure on households through autumn. By March 2023, it pointed out it will have invested over £550m in value, representing the most it has ever spent on battling price inflation over a two-year period. 

Chief executive Simon Roberts said: “We really understand that millions of households are having to make really tough decisions this Christmas and our job is to do everything we can to help with the rising costs of living. We are accelerating our commitment to being the best value, investing a further £50m in lowering prices and doing everything we can to fight inflation and help our customers enjoy celebrating this year.

“We know everyone wants to enjoy a special Christmas meal together, which is why we’re keeping inflation at bay and offering Christmas roast dinner for less than £4 per head - cheaper than it was last year.”