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Sainsbury's to phase out multi-buy promotions by August

Friday February 12th 2016

Sainsbury's has announced plans to phase out multi-buy promotions across its grocery business by August 2016.

The supermarket said the move was a continuation of its pricing strategy to deliver lower regular prices after customer research showed that multi-buys are out-of-step with today’s shopping habits.

Sainsbury's marketing director, Sarah Warby, said: "We have listened to our customers who have told us that multi-buy promotions don’t meet their shopping needs today, are often confusing and create logistical challenges at home in terms of storage and waste.

“The commitment we are announcing today will make it easier for customers to shop for the products they love, when and how they choose, safe in the knowledge that they are getting the best value for money all of the time.”

Since March 2015 Sainsbury’s has removed more than 50% of multi-buy promotions.

The commitment to phase out multi-buy promotions will extend across the supermarket’s full range of branded and own-brand soft drinks, confectionery, biscuits and crisps.

Sainsbury's food commercial director, Paul Mills-Hicks, said: “Customer shopping habits have changed significantly in recent years, with people shopping more frequently – often seeking to buy what they need at that moment in time.

“Since we started simplifying our pricing approach we’ve seen a much greater variety of products in our customers’ baskets, signalling that they like the flexibility to make their own choices.”