As part of attempts to help shoppers cope with the cost of living problem, the supermarket giant has announced that it will invest £500 million in lower pricing by March of next year.

Last month, food inflation increased by 6.8%, owing to high rises in meat and dairy goods.

Sainsbury’s CEO Simon Roberts said the retailer had to pass on certain price increases to customers, especially for vital items like milk, but that the company has invested money to ensure lesser price increases than competitors.

Mr. Roberts stated that the increased investment will be focused on vital products such as milk, eggs, meat, fish, fruit, and vegetables.

“Increases in price are at the front of customers’ minds because they are everywhere, so we are ensuring we limit those and, when we have to make increases, offer better value than the rest of the market.”

“Customers are making choices about where they spend money based on their household finances right now so we have to make it easy for them to manage their budget in our shops.”

“They are increasingly concerned about their spending and we want them to know we recognize that and are doing everything we can.”