Sainsbury’s has doubled the amount of the cheapest own-label products in its Local convenience stores this year, in a bid to offer more affordable items for customers.
The news follows scrutiny from consumer groups such as Which? that have been calling out supermarkets for not stocking enough value products in their convenience stores.
Sainsbury’s has been increasing the number of cheaper products in Local stores. Chief executive Simon Roberts told The Telegraph it had “doubled” the number of items from its Stamford Street entry-tier own label and added products to its Aldi Price Match scheme.
Sainsbury’s has not said whether it will add to the number of value products stocked in c-stores.
“We’ve put more of those value items in those stores and customers prefer that because, at the end of the day, you’re going to a convenience store for a top-up,” Roberts said.
“Whereas in a larger store, you’re going to get more of the items you need for the next few days or the next week.”
The retailer has added 200 products from its core By Sainsbury’s own-label range. The Grocer reported that it understands that the supermarket now stocks Stamford Street items in around half of its 800 local stores.
The new products added to the cheaper lines come after the launch of Pocket Friendly Prices, which was launched across Sainsbury’s Local stores.
The campaign included the rollout of shelf labels, point-of-sale signs and ceiling banners to showcase which products were at the cheapest price.
Which? head of food policy Sue Davies said: “Many people struggling with the cost of living crisis rely on smaller convenience store branches of supermarkets to do their grocery shopping, but Which? research earlier this year exposed how these shops were rarely, if ever, stocking the cheapest budget range products.
“Which? has been asking the supermarkets to change their approach and put a range of essential budget products in convenience stores, prioritising areas with the greatest need. It’s good to see Sainsbury’s recognising the difficulties many of its customers are facing and following Morrisons with this commitment to put more of its cheapest budget range products in smaller stores.
“We look forward to seeing these changes take effect and encourage all supermarkets to do all they can to ensure the cheapest budget ranges are available in parts of the country we have identified as most in need of help with affordable food.”
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