Sainsbury's listens to customers on multi-buys

Sainsbury's trolley

Sainsbury's says it has listened to its customers and will phase out the majority of its BOGOFs and other multi-buy deals, instead offering lower regular prices.

The supermarket notes that food bought as part of a deal often ends up uneaten, resulting in wasted food and money. A customer poll also found that multi-buys feel exclusive to families.

"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," says Sainsbury's Marketing Director Sarah Warby.