Making £50 a week taste better

Alex goes supermarket shopping on £50 a week

After I tried to feed my family on Sainsbury’s menu, I appealed to Times readers for better ideas

7th July 2011

The Times

Two months ago, Sainsbury’s launched a “value” marketing drive, with TV and press campaigns, promising to feed recession-hit families for just £50 a week. The first menu was depressing with its pseudo-bargains, unlikely extravagances (a £5 bunch of grapes) and lots of tinned and frozen food. These included some sausages at 10p each: beige and tasteless, just 45 per cent pork, they were the most revolting things that have ever been in my frying pan.

All this was mocked on these pages and elsewhere, especially when the company was pushed to admit that in nutritional terms the menu would in fact provide only 85 per cent of what a family would need. Unsurprisingly, the promotion has now disappeared from Sainsbury’s stores and website.

“Marketing froth” was one trade analyst’s verdict: that rang true in this house. When I tried to send my kids off to school on the budget breakfast of toast and jam, they were as appalled as if I’d attempted to ban the TV. What is wrong with porridge, many of you asked.

Read the rest here via Times Online

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