Sainsbury’s has expanded its Nectar Prices scheme, which offers loyalty card holders discounts on certain products to fish and poultry.

Sainsbury’s is one of several British supermarkets lowering prices and launching loyalty schemes to help customers with the rising cost of living.

Customers using the Nectar card or app can now save up to a third on meat fish and poultry, with the retailer applying the discounts to products in its own range as well as branded items.

Nectar Prices, which was launched in April this year, now has around 3,500 products included in the scheme.

Sainsbury’s recently cut prices on more than 40 own brand products, including cheese, yoghurt and cream, with the company claiming that customers would be able to save up to 60 per cent on certain items.

Earlier this month, Sainsbury’s announced that sales had risen by almost ten per cent in the first quarter. It attributed this to the introduction of Nectar Prices, making its value range more visible and cutting the cost of food in line with inflation.

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