Cash-strapped families given grocery deals to cut spending

SAINSBURY’S and Asda will offer deals to families struggling with the cost of living as part of a Government scheme.

The deals include the extension of Asda’s scheme letting children buy a meal for £1, and the introduction of a “feed your family for a fiver” campaign by Sainsbury’s.

London theatres will let children see a West End show for free in August with a fee-paying adult, while Vodafone is promoting a mobile social tariff of £10 a month. Amazon has a page linking to free music and TV, learning resources and value groceries, while children can get a free meal at Morrisons cafés.

Businesses agreed to slash some costs as part of the Government’s Help for Households campaign. The rising cost of living is pushing families towards breaking point as rising food and fuel prices sent inflation to a 40-year high.

Boris Johnson said the campaign will help families who are “feeling the pinch”, adding: “That’s why this Government is providing an unprecedented £37billion worth of support to help households through the storm.

“Both the public and private sector have a role to play here – and that’s why it’s great to see so many leading UK businesses are now coming forward to offer new deals and discounts that will provide much needed respite at the checkout.”

The scheme will also offer discounts in the back-to-school period, in autumn when energy bills are expected to hit record highs, and in the Christmas shopping season.

David Buttress, the Government’s cost of living tsar and former Just Eat chief, agreed the deals with businesses.

Mr Johnson and Mr Buttress will meet leaders of participating companies in Downing Street today to discuss further cost-cutting initiatives.