Sainsbury’s are cutting the price of one of its basic household products in an attempt to help people with the cost of living crisis and high inflation.
The British supermarket said they will drop toilet roll prices by up to 11 per cent as the industry faces growing pressure to do more to help with the soaring cost of living.
Sainsbury's, Britain's second largest supermarket, said that the price of pulp used to make the paper had fallen for the first time in two years and as such it would pass on the savings to shoppers buying the own-brand product.
In recent weeks, leading supermarkets in the UK have been cutting the price of everyday items such as milk, bread, sunflower oil, and pasta to reflect falling commodity costs.
The supermarket will cut toilet roll prices by up to 11 per cent
PA
Rhian Bartlett, food commercial director at Sainsbury's, said: "After more than two years of inflation on the price of pulp, we are now seeing a decline which is enabling us to pass savings directly on to our customers and reduce the price of our own brand toilet roll.
“From today, our by Sainsbury’s Super Soft double toilet rolls have been added to our popular Aldi Price Match campaign for the first time, and customers will now be able to save as much as 11 per cent on these items.
“In addition to food, we’re focused on battling inflation on high volume household products that we know customers buy day in day out.
“For example, following the addition of own brand nappies to the Price Match campaign in January, sales have increased by 20 per cent.
She added: “We are committed to offering our customers the best possible value so they know that they are getting a great deal on their everyday staples when shopping with us.”
Own-brand products impacted by the discounts include Sainsbury’s ‘Super Soft White Toilet Tissue Double Rolls’ two-pack, which were £1.90 and now £1.69, and Sainsbury’s ‘Super Soft White Toilet Tissue Double Rolls’ four-pack, which were £3.25 and now £2.92.
Rising grocery prices have been one the biggest drivers of the country's 8.7 per cent inflation rate recorded for April, but there are hopes recent price reductions could help bring that figure down.
Britain is struggling with one of the highest inflation rates among major advanced economies, and any signs that it could abate or even reverse in the coming months are being closely watched by the Bank of England, lawmakers and consumers.
People have been feeling the squeeze following the increase in supermarket prices
PA
The Competition and Markets Authority has launched an investigation into high food and fuel prices, saying it will look at whether a "failure in competition" meant customers are overpaying.
The regulator has already found some supermarkets have increased margins on petrol and diesel.
Grocers have denied profiteering, with the British Retail Consortium saying stores are working to keep prices "as low as possible".