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Cost of Living: Sainsbury's shields shoppers from rising prices

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Sainsbury's has claimed to be increasing prices at a slower rate than its competitors, saying this decision is part of the reason they have seen a recent dip in profits.

The supermarket's Chief Executive, Simon Roberts, said "over the past year and a half we have consistently passed on less price inflation than our competitors, and I am confident we have never been better value."

He added that the cost of living crisis had prompted a "growing trend" of people eating at home instead of going out and that customers were clearly buying Christmas goods early to spread out the cost.

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