Sainsbury’s making waves to improve welfare across own-brand tuna and cut prices for customers

Sainsbury’s is making even bigger steps in its commitment to sustainable fish sourcing this week, becoming the only big four supermarket to sell 100% MSC (Marine Stewardship Council) certified, pole and line caught canned tuna across its own label. At the same time, Sainsbury’s own-brand canned tuna will become the latest customer favourite to be reduced in price.  

For the first time, by Sainsbury’s tuna will be included in Aldi Price Match as the retailer invests more to lower the price of canned tuna for customers. From today customers can be assured they are getting the very best prices without compromising on quality or welfare standards.

With almost 70% of UK shoppers eating tuna1, the move reinforces Sainsbury’s commitment to keeping prices low on the products that customers buy most often. The retailer already matches Aldi on around 300 high volume products including chicken breasts, milk, eggs and household essentials such as nappies and cereal.

Sainsbury’s focus on providing brilliant value for customers has never been stronger and by investing over £560 million in keeping prices low on the products that customers buy most often, the retailer has consistently passed on less price inflation to customers than competitors. Sainsbury’s recently announced more price cuts to other essential items, reducing the price of own-brand bread and butter and milk to reflect a fall in commodity prices, ensuring that customers can always get the best possible value.

Sainsbury’s is already leading the way in responsible fish sourcing and is committed to 100% of seafood sales being independently certified. In addition to Sainsbury’s pledge to carry the MSC logo on its own-brand range of canned tuna, the retailer is also moving to 100% pole and line caught tuna, which typically has a much lower environmental impact and supports local fisherman employment. Sainsbury’s has also become the biggest importer of pole and line caught tuna from the Maldives, where tuna fishing is the number one income in the country after tourism.

Rhian Bartlett, Food Commercial Director at Sainsbury’s, said: “We know that customers want to eat responsibly sourced, high-quality food and we’re committed to helping them buy more sustainable products at affordable prices. We’re really proud that Sainsbury’s has become the only big four supermarket to carry the MSC certification and move to pole and line caught across our own-brand canned tuna and that by investing more, we’re not only supporting our suppliers and fisherman, but we’ve also been able to reduce the cost of own-brand canned tuna for customers.”


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