Photo courtesy of Sainsbury's

Sainsbury’s surprises shoppers with Nectar rewards pricing on fruits and vegetables

Produce Business report

UK supermarket chain Sainsbury’s announced it has expanded its Nectar Prices loyalty scheme on fresh fruits and vegetables, both in store and online. It is the first time the rewards will be good on fresh produce.

Nectar, which has 18 million users, allows consumers added savings on their shop but until now have mostly been reserved for longer-lasting shelf items.

Now, customers can apply prices on fruit and vegetables, and the savings are quite significant. For example, Sainsbury’s own-brand Strawberries drop in price from £2.25 to £1.75); its Easy Peelers from £1.35 to £1; its Taste the Difference Vittoria Cherry Vine Tomatoes from £2.25 to £1.75) and its Medium Ripe & Ready Avocados from £1.60 to £1.20*.

The importance of the initiative cannot be understated as supermarkets look to bridge the gaps between giving consumers struggling with inflation, more healthier food options as reasonable price points.

“We’re always looking for new ways to provide great value to our customers all-year round, helping customers make their money go further,” Sam Burston, Director of Nectar & Loyalty at Sainsbury’s, said. “With new offers now available on fresh produce and ready meals, shoppers can now access lower prices on a wider range of essential everyday items. We’re delighted that Nectar Prices has proven popular with our customers so far, and we’ll continue to expand it further in the future.”

Customers also see saving on a number of staple produce items, including Sainsbury’s Best of British apples (usually £1.70, Nectar Price 85p) and Sainsbury’s Taste the Difference Jersey Royal Potatoes (usually £3, Nectar Price £1.50).

The Nectar Points pricing is now on more than 2,800 items storewide, and that includes branded ready-made meals. Since April, the retailer says shoppers have seen a total savings of more £83 million, or an average of £3.20 each time they shop.



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