British supermarket Sainsbury’s is cutting the price of its own-brand toilet paper, a result of the cost-of-living crisis and the falling cost of pulp.
The retailer said prices would drop by up to 11% as it passed on savings from the falling cost of pulp, which it said had dropped for the first time in two years.
Rhian Bartlett, Food Commercial Director at Sainsbury’s, said: “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.”
Globally, the price of pulp has been falling due to weaker demand, a decline which Bartlett said means the company can pass on savings directly to consumers.
“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% 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.”
Products that will drop in price include:
• by Sainsbury’s Super Soft White Toilet Tissue Double Rolls 2 equals 4, was £1.90 now £1.69;
• by Sainsbury’s Super Soft White Toilet Tissue Double Rolls 4 equals 8, was £3.25 now £2.92.
Last month, the company said it announced it was combining its own-label value ranges into one brand, Stamford Street, to help customers more easily find everyday staples at budget-friendly prices.
The range features over 200 products, 10% of which are new.
