Gov agrees deal with grocers to help with cost of living crisis

The Government has agreed deals with major UK grocers, including Asda and Sainsburys, to help ease the cost of living crisis as part of its Help for Households Campaign.

The deals are designed to reduce costs at the checkout and ensure access to necessary services for families during the summer holidays and beyond.

Agreed with the government’s Cost of Living Business Tsar David Buttress, the deals include the extension of Asda’s ‘Kids eat for £1’ scheme, where children aged 16 and under can access a hot or cold meal for £1 at any time of day in Asda Cafes across the UK.

Sainsbury’s is also introducing its ‘feed your family for a fiver’ campaign, helping customers with budget-friendly meal ideas to feed a family of four for less than £5.

Simon Roberts, chief executive officer at Sainsbury’s, said: “The rising cost of living is at the forefront of customers’ minds, so we are delighted that our Feed your family for a fiver campaign is part of the initiative, helping people save money when it matters most.

“We have invested over half a billion pounds since March 2021 to ensure the items customers buy most often are on the shelves at the best prices. We are keeping inflation lower than our peers and we stand side by side with colleagues too – in April Sainsbury’s became the first major retailer to pay all our colleagues the Living Wage.”