Sainsbury’s has announced it is cutting the price of its own-brand toilet paper amid pressure on supermarkets to do more to tackle the soaring cost of living.
The retailer said it was passing on the savings of the falling cost of pulp to customers which would see the loo roll price drop by up to 11%.
“The rate of grocery price inflation remains at a record high, which is why we are continuing to lower prices wherever we can on the food and household products our customers buy most often,” said Rhian Bartlett, the supermarket’s food commercial director.
“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.”
Sainsbury’s, along with Tesco, Asda, Aldi and Lidl, has already slashed the prices of essentials such as milk, bread and butter.
In May, the UK’s second-biggest supermarket chain lowered the price of its own-brand 250g salted and unsalted butter by 5% to £1.89.
It is also cut the price of its 800g Soft White Medium, Wholemeal Medium, Wholemeal Thick and Toastie White loaves of bread by 11% to 75p.
Figures released by the ONS show that the price of food has increased by 19.1% in the year to April.