A number of major UK supermarkets have dropped the price of bread including Tesco, Sainsbury’s, Aldi and Lidl in response to criticisms that the price of bread has become too high.
In a press release put out by Tesco, they explained that the drop in prices can be attributed to a “commitment to providing great value for customers” as it drops the cost of own brand bread Tesco Toastie white bread from 85p to 75p. Similarly, Sainsbury’s announced it was cutting the price of some of its own brand bread products from 85p to 75p.
Other price reductions for the supermarket span across its bread and butter range including its white bread, wholemeal and salted and unsalted butter product.
“As families continue to watch their weekly spend and budget carefully, we’re pleased to be able to pass on price reductions where we can, and to help with everyday essentials like bread and butter,” explained Ashwin Prasda, Chief Product Officer of Tesco Group. “Whether you’re buying a branded favourite covered by our price lock, stocking the cupboards with essentials from Aldi Price Match, or treating yourself to an exclusive deal with Clubcard Prices – you can be confident of finding great value at Tesco.”
The cost of bread and butter was pushed up by the war in Ukraine as Russia is a major exporter of fertilisers and farmers faced higher prices which were felt further down the supply chain. The war in Ukraine continues to impact the cost of grain, however this isn’t the only reason, as a great deal of wheat is grown in the UK which faces high costs of ingredients, packaging, electricity, fuel and staff.
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Caitlin Gittins
Editor, International Bakery
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