Sainsbury’s has cut the cost of own-brand toilet paper and kitchen towels in a move which it says will pass £4 million in savings directly on to consumers.

The company cited the continued fall in pulp prices, with toilet paper and kitchen towels set to drop in price by up to seven per cent. This comes after the products saw an 18 per cent price drop in the last two months.

Sainsbury’s has cut the cost of its own brand toilet paper and kitchen towels, passing 4m in savings directly on to customers as the price of pulp continues to fall.

Shoppers at the supermarket will see up to 7% reduction in price of toilet paper and kitchen towels in the latest of a series of price cuts on popular household essentials, after already reducing the prices of toilet paper and kitchen towels by 18% in the last two months.

Commenting on the news, commercial food director Rhian Bartlett said: “We promised our customers that as soon as we see inflation falling, we will pass those savings straight on. That’s why for the second time in two months, we are reducing the price of our own brand toilet roll with the addition of kitchen towels as the cost of pulp continues to fall. As a result, we will be passing on savings of over £4m directly to our customers.”

Sainsbury’s is attempting to combat allegations of price gouging amid heightened inflation, with the company’s top bosses recently arguing that it is “not a rip-off retailer”. Chief exec Simon Roberts last week noted that “food inflation is starting to fall” as the company reported a 9.2 per cent increase in Q1 sales.

Earlier this month, the grocer expanded its Nectar Prices membership promotion scheme to include meat, fish and poultry.

Elsewhere, German discount supermarket Aldi has cut costs on fresh fruit and vegetable products including sweetcorn, potatoes, avocados and lemons. The company said that prices on these products will be reduced by up to 36 per cent.

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